As New Year’s Eve rapidly approaches, Dunkin’s is hoping to reach pop music-loving customers who need to stay up past midnight with a new celebrity caffeinated brew.
This week the chain announced it has teamed up with Grammy-nominated songstress Sabrina Carpenter for the launch of its Sabrina’s Brown Sugar Shakin’ Espresso Dec. 31. The new beverage, aptly named for Carpenter’s pop hit “Espresso,” includes espresso, brown sugar notes, and oatmilk, which is then shaken in an espresso shaker and served cold.
To promote the new iced drink there’s “Shake That Ess,” created with Artists Equity (Ben Affleck’s and Matt Damon’s company), and directed by Dave Meyers. The :30 TV and online spot, seen here, features Carpenter surrounded by pink-hued glamour at a New Year’s Eve Party as her hit “Espresso” plays in the background. As she shakes her signature espresso in a Dunkin’s branded shaker, she expresses how good she is at “Shakin’ that Ess,” as others at the party follow, also exclaiming how well they “shake that ess,” including Carpenter’s grandmother. The spot wraps with Carpenter’s realization that “Oh! Shake that ess sounds like shake that…” as the spot cuts to a voice over introducing the new drink and its image.
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“ “Working with Sabrina Carpenter adds a spirited, fresh energy that aligns with Dunkin’s love of bold taste and good-natured fun,” said Jill McVicar Nelson, the company’s CMO, in the announcement.
The brand is also dropping a new $5 Meal Deal on Dec. 31, which includes two Wake-Up Wrap sandwiches and a medium hot coffee or iced coffee, available all day.