Dunkin’ is set to transform New Year’s Eve celebrations with an innovative collaboration featuring GRAMMY-nominated global superstar Sabrina Carpenter.
The partnership, anchored by the launch of “Sabrina’s Brown Sugar Shakin’ Espresso,” marks a significant milestone in Dunkin’s ongoing efforts to revolutionize the beverage industry while connecting with younger consumers through authentic, celebrity-driven partnerships.
A Star-Powered Collaboration That Resonates
The timing of this launch couldn’t be more perfect, coinciding with Carpenter’s meteoric rise in the music industry. Her chart-topping hit “Espresso” has dominated airwaves throughout the year, making her the ideal partner for Dunkin’s latest beverage innovation. The collaboration represents a natural synergy between the artist’s energetic persona and Dunkin’s commitment to delivering bold, innovative coffee experiences.
“Sabrina’s Brown Sugar Shakin’ Espresso is more than just another addition to our menu,” explains Jill McVicar Nelson, Chief Marketing Officer at Dunkin’. “We wanted to create something that would bring joy and excitement to our guests’ daily coffee routines. Partnering with Sabrina Carpenter, whose authentic energy and creative spirit perfectly align with our brand values, allowed us to develop a beverage that’s both delicious and entertaining.”
The Art of the Perfect Shake
The new beverage showcases Dunkin’s commitment to craftsmanship and innovation. Each drink is meticulously prepared using a dedicated espresso shaker, combining:
- Premium espresso shots pulled to exact specifications
- Carefully measured brown sugar syrup that provides a rich, caramel-like sweetness
- Creamy oatmilk selected for its smooth texture and sustainability credentials
- A signature shaking technique that creates the drink’s distinctive frothy texture
The result is a perfectly balanced beverage that delivers both bold coffee flavors and subtle sweetness, crowned with a signature layer of cream-colored foam that makes every sip Instagram-worthy.
“Shake That Ess'” Campaign: A Creative Milestone
The launch is supported by an ambitious marketing campaign that pushes creative boundaries while maintaining Dunkin’s signature playful tone. Created in partnership with Artists Equity, the production company founded by Hollywood heavyweights Ben Affleck and Matt Damon, the campaign’s centerpiece is a commercial directed by legendary music video director Dave Meyers, whose portfolio includes work with global superstars like Taylor Swift, Harry Styles, and Drake.
The advertisement, set at an exclusive launch party, showcases Carpenter’s natural charisma as she interacts with an eclectic cast of characters, all united in their enthusiasm for the new beverage. The spot cleverly incorporates the real-life preparation method of the drink, with partygoers mimicking the shaking motion required to create the perfect Brown Sugar Shakin’ Espresso.
“The energy on set was electric,” shares Dave Meyers. “We wanted to capture the genuine joy and playfulness that both Sabrina and Dunkin’ represent. The result is a piece of content that feels authentic to both brands while delivering something fresh and unexpected to viewers.”
Comprehensive Winter Menu Innovation
While Sabrina’s Brown Sugar Shakin’ Espresso leads the charge, Dunkin’s winter menu refresh demonstrates the brand’s commitment to innovation across all categories. The new offerings cater to diverse taste preferences and dietary needs, with particular attention paid to the growing demand for premium chocolate-based beverages and artisanal bakery items.
Signature Beverage Innovations
The Lava Cake Signature Latte exemplifies Dunkin’s sophisticated approach to beverage development. This indulgent creation features:
- Premium espresso beans selected for their robust flavor profile
- Rich chocolate lava cake flavoring developed exclusively for Dunkin’
- Whole milk steamed to create a silky microfoam
- Whipped cream topping
- Artful mocha drizzle
- A dusting of premium hot chocolate powder
The same chocolate lava cake flavoring has been incorporated into Dunkin’s Original Blend coffee, offering a more subtle option for traditional coffee enthusiasts.
Elevated Bakery Offerings
The new Chocolate Whoopie Pie Specialty Donut represents months of development by Dunkin’s culinary team. This premium offering features:
- A glazed chocolate cake donut base
- House-made vanilla-flavored icing
- An innovative split-and-fill technique that ensures optimal cream-to-cake ratio
The returning Iced Lemon Loaf provides a bright counterpoint to the chocolate-focused offerings, featuring:
- Fresh lemon zest in the batter
- Premium lemon icing
- Individually wrapped portions for maximum freshness
- A perfectly moist crumb structure
Savory Menu Extensions
The Hash Brown Brisket Scramble continues to showcase Dunkin’s commitment to premium breakfast offerings, featuring:
- Slow-cooked, tender shredded brisket
- Premium smoked cheddar cheese
- Fresh poblano peppers
- Caramelized onions
- Signature cheddar queso sauce
Value-Driven Initiatives
Understanding the importance of providing value without compromising quality, Dunkin’ introduces the new $5 Meal Deal. This carefully curated offering includes:
- Two customizable Wake-Up Wrap sandwiches featuring:
- Farm-fresh eggs
- Choice of cheese
- Selection of premium proteins including bacon, sausage, or turkey sausage
- Option for meat-free preparation
- Medium-sized beverage choice between:
- Hot coffee (14 oz.)
- Iced coffee (24 oz.)
Enhanced Rewards Program Benefits
Dunkin’ Rewards members can access an array of exclusive offers throughout the winter season:
Early Winter Promotions (December 31 – January 6)
- $3 Maple Sugar Bacon Breakfast Sandwich with any beverage purchase
- Special app-exclusive bonus point opportunities
- Early access to limited-time seasonal offerings
Mid-Winter Offers (January 21 – January 27)
- $3 Hash Brown Brisket Scramble with beverage purchase
- Additional bonus point earning opportunities
- Exclusive mobile order benefits
Month-Long Benefits (January 1 – 31)
- Mobile Monday bonus points promotion offering 100 extra points
- Specialized app-only deals
- Birthday rewards for eligible members
Looking Ahead
This launch represents just the beginning of what promises to be an exciting year for Dunkin’. The brand continues to focus on innovation, value, and creating meaningful connections with guests through authentic partnerships and creative marketing initiatives.
For the latest updates on Dunkin’s offerings and promotions, guests can:
- Visit DunkinDonuts.com
- Subscribe to the Dunkin’ blog at news.dunkindonuts.com/blog
- Follow Dunkin’ on social media platforms
- Download the Dunkin’ mobile app
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