Dunkin’ and Sabrina Carpenter Shake Things Up with ‘Shake That Ess’

If there’s one thing Dunkin’ knows how to do, it’s starting the year with a bang—and a shake. The coffee giant has teamed up with GRAMMY-nominated star Sabrina Carpenter to launch its newest creation: Sabrina’s Brown Sugar Shakin’ Espresso. With a cheeky ad campaign titled “Shake That Ess’”, Dunkin’ is blending bold flavors, celebrity flair, and a touch of humor to set the tone for 2025.

Let’s dive into what makes this campaign a standout—and whether it’s worth shaking your own routine for.

The star of the show is Sabrina’s Brown Sugar Shakin’ Espresso, a handcrafted iced drink that combines Dunkin’s signature bold espresso, brown sugar, and creamy oat milk. The preparation method itself is part of the fun: the ingredients are hand-shaken to create a frothy, smooth, and slightly sweet experience.

The drink taps into current trends: oat milk is still riding high as a plant-based favorite, and the brown sugar flavor strikes the perfect balance between comfort and sophistication. With its vibrant appeal, the drink is positioned as a go-to pick-me-up for New Year’s Eve and beyond.

Shake That Ess’: The Ad Campaign

Directed by Dave Meyers—known for high-energy, visually engaging productions—the Shake That Ess’ campaign unfolds at a lively party celebrating the launch of Sabrina’s drink. True to her fun-loving persona, Carpenter leads a cast of quirky characters who are all, quite literally, shaking things up.

The campaign’s humor and energy sync perfectly with Dunkin’s playful image. The infectious vibe of Sabrina’s hit song “Espresso” (featured prominently in the ad) drives the momentum, turning a simple drink preparation into a cultural moment.

While the ad nails its tone, it’s clear the humor won’t be for everyone. The cheeky title, for instance, toes the line between clever and cringe, but that’s part of the charm—or risk—when aiming for viral success.

Affordable Comfort with a Side of Indulgence

The campaign isn’t just about shaking espressos. Dunkin’ is also rolling out its $5 Meal Deal, which includes two Wake-Up Wrap sandwiches and a medium coffee (hot or iced). For budget-conscious consumers, this deal offers solid value at a time when many are seeking affordable indulgences.

For those craving something a bit fancier, Dunkin’s winter menu introduces the Lava Cake Signature Latte and the Chocolate Whoopie Pie Donut. These chocolate-heavy options lean into seasonal cravings while elevating Dunkin’s bakery and beverage offerings with a touch of decadence.

Dunkin’s “Shake That Ess’” campaign is a bold, energetic effort to start the new year with a caffeinated bang. The combination of an innovative product, Sabrina Carpenter’s charm, and playful marketing makes for an attention-grabbing campaign. However, its cheeky humor and celebrity-driven focus might not resonate with all demographics.

Still, Dunkin’s ability to balance affordability, indulgence, and personality ensures this campaign is as much a treat as Sabrina’s new drink. Whether you’re into bold espresso or just love a good laugh, this one’s worth checking out—if only to see what all the shaking is about.

Sabrina Carpenter

Sabrina Carpenter is a smart choice for this collaboration. Her youthful, approachable charisma appeals to Dunkin’s target audience—primarily Gen Z and Millennials—while her chart-topping success ensures the campaign gets noticed. The use of her hit song “Espresso” ties the partnership together seamlessly, giving fans a reason to engage.

However, celebrity campaigns aren’t foolproof. While Carpenter adds star power, her reach might skew younger than Dunkin’s core audience of everyday coffee drinkers. Whether this campaign converts casual coffee fans into loyal Dunkin’ enthusiasts remains to be seen.