This month, we’re continuing our blog series with Kaleigh’s take on a viral collaboration that blended celebrity influence and pop culture to create a smart marketing campaign.
Kaleigh, Creative Director
Dunkin’ Donuts x Ben Affleck and Ice Spice (2023)
Check It Out:
🔗https://www.youtube.com/watch?v=3HrQoNSDBHc
Kaleigh’s Thoughts:
Dunkin’ Donuts has mastered the art of tapping into pop culture and spinning viral moments into fun, relevant campaigns. One of my favorite examples is their ongoing collaboration with Ben Affleck. After a popular meme began circulating in 2020 showing Affleck spilling his huge Dunkin’ Donuts order, Dunkin’ fully leaned in and made him the star of their Super Bowl ad in 2023. This campaign has continued into 2025 with a series of commercials starring Affleck in which he has poked fun at himself, united with his famous friends, and embraced his role as one of the faces of the brand.
“The Art of Tapping Into Pop Culture”
Dunkin’ did it again in the fall of 2023 with their Ice Spice partnership. Playing off the nickname of her fanbase, “Munchkins,” Dunkin’ launched the limited-edition Ice Spice Munchkins Drink, a pumpkin-flavored blended frozen coffee with Munchkins donut holes, caramel, and whipped cream. Continuing to play on the success of Affleck’s partnership, this campaign brought him and Ice Spice together in an unexpected and funny commercial.
What I love about these campaigns is how Dunkin’ participates in trends, pulling from viral moments on the internet and social media. By doing this, they manage to stay relevant, funny, and part of the cultural conversation.
Don’t miss the next edition of this blog series! Next month, Brynn will share her thoughts on two marketing campaigns she loves, one featuring a brand taking a subtle stand against AI, and the other highlighting a fan-favorite beverage.
