Dunkin’ is heavily promoting its line of iced drinks this summer by recruiting a wide range of talent as “Dunkin’Terns,” planning to drop its first custom-created music from boy band alums and digging deeper into fashion, tech and food with A-list collaborators.
The campaign from Ben Affleck and Matt Damon’s production company Artist Equity kicks off today with a 30-second spot starring actor-comedian Will Arnett and content creator Corporate Natalie (real name: Natalie Marshall) as the supervisors for a group of summer interns. Among the assembled crowd: a beauty queen, TV and gaming stars, musical artists and influencers.
During the orientation, Arnett and Marshall dash any hope that the team will meet Affleck and Damon, the stars of Dunkin’s highly successful 2024 Super Bowl spot, encouraging them to focus on “big Dunkin’ iced energy” for the season. There’s also a poorly functioning robot meant to deliver an iced coffee with the push of a giant button.
Arnett and Marshall clumsily use Gen Z slang when brainstorming a future commercial featuring Pretty Little Liars actor Maia Reficco. Miss Massachusetts Melissa Sapini and stylist Hilton Carter are also part of the hype entourage.
The campaign breaks out into 15-second briefings, with Arnett and Marshall consulting interns on their areas of expertise to tease some of the partnerships and new menu items that Dunkin’ is shilling.
The effort kicks off a packed summer of promos, swag and content. The DunKings single drop will be followed by the release of Dunkin’s first EP, featuring music from *NSYNC’s Joey Fatone and the Backstreet Boys’ A.J. McLean. Dunkin’ chef Dan Cole teams up with MasterChef contestant Nick DiGiovanni to design a blueberry doughnut iced coffee.
Fashion designer and Ambush founder Yoon Ahn will release a capsule collection based on the colors of Dunkin’ Refreshers ahead of back-to-school season. Dunkin’ is linking with Twitch Rivals, streamer SypherPK and Oni Studios, which specializes in Fortnite map making, to create a custom gaming arena inspired by Sparkd’ Energy by Dunkin’.