Dunkin' Faces Backlash Over Genetics Reference


Dunkin’ is the latest brand to face scrutiny over a reference to genetics in an ad. 

The hubbub over American Eagle’s Sydney Sweeney ad that mentions her genes/jeans hasn’t died down. 

The Dunkin’ ad stars actor Gavin Casalengo and promotes Dunkin’s Golden Hour Refresher by playing on the actor’s “golden” tanned skin. In the ad, Casalengo says, “This tan? Genetics. I just got my color analysis back and guess what? Golden summer.”

“While the Dunkin’ ad’s mention of genetics is subtler, it has struck a nerve for praising traits associated with white beauty ideals while mentioning genetics,” according to Adweek. “The pushback against the Dunkin’ ad might have more to do with the timing of the ad than the content itself. But consumers were quick to comment on Dunkin’s YouTube, Instagram, and TikTok accounts to point out the troubling trend of mentioning genetics in advertising and to leverage accusations of racism.”

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The phrase "color analysis" alludes to a popular trend emphasizing shades that suit certain skin tones.

“The reference to genetics—coupled with flattering commentary on the actor's tanned appearance—has led to some criticism online, with viewers linking the messaging to long-standing ideals predominantly associated with being white,” according to Newsweek. 

Social media users clapped back.

“Instead of being flooded with fans excited to try the new drinks, the ad’s comments section is full of people wondering why a certain word was used in the script,” according to Today.

“Why are ads so obsessed with genetics all of a sudden,” asked one TikTok user — referencing Sydney Sweeney’s controversial American Eagle campaign — and they were far from the only one with that question “What in the Sydney Sweeney did I just watch,” asked another user.

1 comment about "Dunkin' Faces Backlash Over Genetics Reference".
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  1. John Caldwell from JACaldwell Inc, August 4, 2025 at 5:24 p.m.

    The outrage over Dunkin’s new ad with Gavin Casalegno is just more of the same performative noise we saw with the Sydney Sweeney campaign for American Eagle, and the irony is hard to miss. The ad simply references the actor’s natural tan and attributes it to genetics, which is both accurate and harmless. But the fact that some people are calling this racist says more about the critics than the ad itself. Suggesting that only certain groups are allowed to talk about their skin tone or heritage, or that a white actor can’t mention his genetics without it being problematic, is itself a form of racism.

    This is the same playbook that turned a pun about jeans into some bizarre accusation of eugenics. When outrage is triggered simply because the person speaking is white, it reveals a double standard that’s both hypocritical and divisive. If a person of color had proudly credited their skin tone to genetics, it would be seen as self-love. When Casalegno says it, it’s somehow controversial. That’s not fighting racism, that is racism.

    What’s really happening here is a small but loud group of social media users looking for offense where none exists, dragging race into ads that have nothing to do with it. Neither Dunkin’ nor American Eagle were making political statements. They were running light, feel-good campaigns that connected with young audiences and emphasized confidence, individuality, and style. If anything, the backlash gave both companies free press, more engagement, and stronger brand recognition.

    In the end, trying to police who can mention genetics based on skin color only creates more division, not less. The real issue isn’t the ads, it’s the critics turning everything into a culture war. Most consumers see through it, and brands that stay the course often come out ahead.

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