Introduction
Pop singer and actress Sabrina Carpenter teamed up with Dunkin’ to launch her very own coffee drink – “Sabrina’s Brown Sugar Shakin’ Espresso.” The limited-time iced espresso beverage, inspired by Carpenter’s hit single “Espresso,” was announced in late 2024 and made available nationwide on December 31, 2024. This report delves into how the partnership came about, the deal’s estimated value and structure, what each party gains, details of the co-created product, the launch and marketing strategy, public engagement, and how it compares to similar celebrity-brand collaborations.
Partnership Initiation and Negotiation
How it started: According to Carpenter, the collaboration was initiated by Dunkin’ – the company reached out to her with the idea. The timing was ideal: Carpenter had a viral coffee-themed song (“Espresso”) and felt that if she was ever going to do a coffee partnership, it had to happen quickly to capitalize on the buzz. Carpenter explained, “When they approached me about a collab, I realized my window for a coffee partnership was closing, and I hadn’t done it yet. So it just felt like the perfect fit.”
Carpenter’s personal tie-in: Growing up in Pennsylvania on the East Coast, Sabrina was familiar with Dunkin’ from childhood. This personal nostalgia made the partnership feel natural for her. From Dunkin’s side, Carpenter’s breakout year in 2024 made her an attractive partner – she’s a Grammy-nominated pop star with a breakout hit and a chart-topping coffee anthem. The synergy between her “Espresso” song and Dunkin’s espresso product was likely a key discussion point in negotiations. Both teams recognized the opportunity to merge pop culture and coffee in a fun way.
Negotiation elements: While specific negotiation details remain private, we do know that Carpenter was involved creatively. She worked with Dunkin’ to ensure the beverage and campaign fit her style. The ad campaign’s humor aligns with her tongue-in-cheek persona. Carpenter described the partnership as “light-hearted, collaborative, and fun” and an ideal way to end her year – suggesting that both she and the brand were on the same page about keeping the tone playful. Given the clear alignment on concept (a drink based on her song) and timing (year-end, when her song’s hype was peaking), the negotiation was likely straightforward once both parties agreed on the creative direction and terms.
Deal Value and Agreement Structure
Estimated worth: The exact financial terms of Sabrina Carpenter’s deal with Dunkin’ have not been publicly disclosed (as is common with such endorsements). However, industry standards for celebrity beverage partnerships suggest a lucrative arrangement. For context, similar deals have seen celebrities command high six-figure to seven-figure sums, especially in multi-platform campaigns. In addition to a base endorsement fee, the deal may include incentives or bonuses tied to the campaign’s performance (such as sales milestones or social media targets).
Duration: The agreement is structured around a limited-time product launch. Dunkin’ explicitly marketed Sabrina’s drink as a limited-time offering, suggesting that the partnership’s primary term spans the promotional window (likely several weeks to a few months in early 2025). It coincides with Dunkin’s winter menu period, kicking off on December 31, 2024, and intended to generate buzz into the New Year. After the drink’s run, Carpenter’s active obligations (like appearances or promotions) would conclude, unless the campaign is extended by mutual agreement due to exceptional success.
Exclusivity: Typically, endorsement deals in the food and beverage space include exclusivity clauses. Carpenter’s Dunkin’ contract almost certainly barred her from partnering with or promoting competing coffee chains (like Starbucks or Tim Hortons) during the term of the agreement. This ensures she is uniquely identified with Dunkin’ for the duration. Outside of coffee, she was free to pursue other ventures, as her previous coffee-related collaborations with other brands did not conflict with the Dunkin’ exclusivity. The Dunkin’ partnership appears to be a short-term, non-extendable promotion focusing on this single product launch and associated campaign.
Mutual Benefits for Carpenter and Dunkin’
This collaboration was designed to be mutually beneficial, providing significant value to both Sabrina Carpenter and Dunkin’. The table below outlines the key gains each party receives from the deal:
| Benefits to Sabrina Carpenter | Benefits to Dunkin’ |
|---|---|
| Financial Reward: A lucrative endorsement payment reflecting her star power, likely a high six- or seven-figure sum. | Boost in Sales: Increased beverage sales from fans and curious customers trying the new drink, with prior celebrity drinks driving significant spikes in sales. |
| Brand Exposure: Her name and image featured in thousands of Dunkin’ locations and national ads, introducing her to new audiences beyond her music fans. | Cultural Relevance: Association with a trending pop culture figure enhances Dunkin’s brand image and positions the chain as youthful and innovative. |
| Music Promotion: The drink ties directly into her song “Espresso,” effectively serving as a promo for her music and driving streams. | Younger Demographic Reach: Carpenter’s fanbase (Gen Z and young millennials) aligns well with Dunkin’s target market, potentially increasing loyalty and engagement. |
| Personal Brand Alignment: The partnership reinforces her “sweet yet bold” persona, making her brand feel larger than music alone. | Product Innovation & Publicity: A novel, celebrity-endorsed menu item generates extensive free press and social media chatter, contributing to Dunkin’s brand buzz. |
| Fan Engagement: The collab creates an experience for fans who get to “order Sabrina’s drink,” strengthening their connection to her. | Social Media Buzz: A creative campaign with catchy slogans and shareable content boosts social media engagement, turning fans into active marketers. |
Both sides gain intangible benefits as well: Carpenter further solidifies her transition from a former Disney star to an adult pop icon with major brand deals, and Dunkin’ reinforces its image as a playful, trend-savvy company.
Product Details and Brand Alignment
The drink itself: Sabrina’s Brown Sugar Shakin’ Espresso is a cold espresso-based beverage that combines Dunkin’s espresso with brown sugar flavor notes and creamy oat milk, all hand-shaken with ice to create a frothy texture. It’s served iced in a clear cup and features a subtly sweet, caramelized taste balanced by bold espresso. Essentially, it’s Dunkin’s twist on the popular brown sugar shaken espresso trend, now given a unique identity through Sabrina’s branding.
Flavor inspiration & Sabrina’s input: The flavor profile aligns with Carpenter’s “Short n’ Sweet” theme (also the title of her latest album). Brown sugar evokes “sweet,” while espresso represents the bold kick – a clever play on words that matches her musical persona. Although the precise extent of Sabrina’s input on the recipe isn’t public, her enthusiasm suggests she taste-tested and approved the beverage. The drink’s name, which includes her own, reinforces the personal connection – fans feel they’re ordering a product that’s truly hers.
Connection to her brand image: Sabrina Carpenter’s 2024 image has been confident, playful, and a touch cheeky. The Dunkin’ beverage and its marketing embrace this image. The ad slogan “Shake That Ess’” is a playful pun derived from her song lyrics, injecting humor into the campaign. The visual imagery – including a signature red lip print – echoes her artistic aesthetic and reinforces her personal brand across all platforms. Carpenter’s ongoing series of coffee-related collaborations (including an espresso-flavored ice cream and an espresso martini kit) further solidify her connection with this theme, making the Dunkin’ collab feel authentic and well-integrated.
Launch Strategy and Rollout
Announcement and timing: Dunkin’ and Sabrina Carpenter unveiled the collaboration at the very end of 2024 to generate excitement going into the New Year. A press release was issued on December 30, 2024, with Carpenter’s involvement widely covered in entertainment news. Dunkin’ strategically chose New Year’s Eve (December 31) for the launch, positioning the drink as a celebratory caffeine boost to ring in 2025. This timing also tied the drink to Dunkin’s winter menu rollout.
Teasers and build-up: Prior to the official launch, Dunkin’ executed a social media teaser campaign. Cryptic images featuring Sabrina’s red lipstick kiss mark on a Dunkin’ cup were posted without immediately naming her, sparking curiosity and conversation online. Carpenter herself hinted at “something sweet brewing” on her social channels, priming her fanbase and building anticipation. The coordinated reveal on December 31 ensured that many fans were eagerly awaiting the drink’s release.
Rollout and availability: On December 31, 2024, Sabrina’s Brown Sugar Shakin’ Espresso became available in Dunkin’ stores nationwide. The drink was offered at all participating U.S. Dunkin’ locations, with pricing in line with the chain’s specialty espresso drinks. Dunkin’ also introduced a limited-edition branded merch item—a “Shakin’ Espresso” stainless steel cocktail shaker—available online and in select stores. The merchandise not only drove additional revenue but also served as a marketing tool, as fans shared images of their shakers on social media.
Concurrent promotions: Dunkin’ paired the drink launch with other promotions, such as a new $5 Meal Deal (including breakfast wraps and coffee) and special January discounts through the Dunkin’ app. This bundling strategy was aimed at driving store traffic and increasing overall sales during the promotional period.
Marketing Campaign Overview
“Shake That Ess’” ad campaign: The centerpiece of the marketing effort was a quirky, memorable commercial series titled “Shake That Ess’.” The catchy tagline, a playful pun on “shake that ass” (with the final word humorously bleeped out), was inspired by Carpenter’s song and personality. In the main 30-second TV commercial, Sabrina Carpenter stars as herself at a lively product launch party. Surrounded by an eclectic crowd, she enthusiastically shakes a cocktail shaker full of espresso, inviting everyone to “shake that ess’.” The ad blends humor, self-awareness, and a touch of edginess, making it both entertaining and on-brand.
Production and creative team: Dunkin’ invested in top-tier talent for this campaign. The commercial was directed by an acclaimed music video director known for his visually rich and humorous style, and produced in collaboration with a high-profile production company. This company, which had previously worked on Dunkin’s celebrity-driven ads, helped shape the narrative and humor of the campaign, aligning it with Dunkin’s emerging “cinematic universe” of interconnected celebrity ads.
Channels and placement: The commercials were rolled out across multiple platforms. The full-length ad was posted online on YouTube and on Dunkin’s social media channels on December 31, quickly amassing hundreds of thousands of views. The campaign also aired on television, with the ad appearing on national cable and network channels during popular programming in early January. Shortened versions were distributed as 15-second clips on Instagram, TikTok, and Twitter, while Dunkin’ updated in-store displays with promotional posters featuring Carpenter’s image and campaign slogans.
Social media strategy: Carpenter’s substantial social media presence played a critical role in the campaign’s success. On launch day, she shared a clip of the ad on Instagram, complete with a playful caption that tied back to her hit song. Dunkin’ actively engaged with fans online, using hashtags like #ShakeThatEss and encouraging user-generated content through a TikTok challenge where fans demonstrated their own “shake” moves. This multi-platform approach ensured that the campaign’s message reached a wide and diverse audience.
Extent of the campaign: In addition to the primary TV commercial and social media posts, follow-up content was released to sustain momentum throughout January. Behind-the-scenes clips, humorous outtakes, and additional short-form videos kept the conversation alive and continuously brought Sabrina’s personality into the spotlight. The campaign was supported by extensive earned media coverage from entertainment and food industry outlets, effectively amplifying its reach without relying solely on paid advertising.
Engagement, Public Response, and Impact
Public reaction: The collaboration quickly became a hot topic on social media. Fans and casual viewers alike reacted to the “Shake That Ess’” commercial with a mix of amusement and viral chatter. The cheeky tagline generated memes and humorous commentary, with many viewers riffing on the pun across platforms. Overall, customer sentiment was largely positive, with fans excited to try “Sabrina’s drink” and share their experiences.
Sales and store impact: Although detailed sales figures have not been released, early reports from Dunkin’ locations suggested that the drink’s launch drove significant foot traffic. Some stores experienced high demand early in the day, with customers visiting multiple locations to secure the limited-time beverage. Additionally, the promotion’s integration with the Dunkin’ app likely boosted digital engagement and rewards program sign-ups, contributing further to overall sales performance.
Media reach: The partnership generated widespread media attention, with major outlets such as People, Billboard, Business Insider, and TIME covering the story. This extensive press not only enhanced Sabrina Carpenter’s public profile as a major pop culture figure but also reinforced Dunkin’s image as a forward-thinking brand adept at tapping into current trends.
Customer feedback on the product: Reviews of Sabrina’s Brown Sugar Shakin’ Espresso were generally positive. While some critics noted that the drink’s flavor was not radically different from other brown sugar espresso offerings, the novelty of a celebrity-endorsed beverage – and the overall experience of ordering “Sabrina’s drink” – was enough to win over many customers. The shared experience and social media engagement added an extra layer of appeal beyond the drink’s taste alone.
Comparisons to Similar Celebrity-Brand Partnerships
This collaboration fits into a broader trend of celebrity-branded food and beverage items. Here are a few comparisons:
- Charli D’Amelio – Dunkin’: Similar to Sabrina’s deal, TikTok star Charli D’Amelio’s signature cold brew drink drove massive sales and app engagement. Charli’s collaboration proved that celebrity influence could significantly boost Dunkin’s brand, setting a precedent that Sabrina’s campaign builds upon.
- Ice Spice – Dunkin’: Dunkin’s fall 2023 partnership with rapper Ice Spice for a seasonal drink showcased the brand’s knack for integrating pop culture with food products. Both the Ice Spice and Sabrina campaigns utilized humorous, narrative-driven ads produced by top creative talent, emphasizing the importance of personality in driving consumer interest.
- Ariana Grande – Starbucks: In 2019, Starbucks collaborated with pop superstar Ariana Grande to launch a new espresso drink. Although the approach differed (with Ariana serving more as a brand ambassador than having her name directly on the product), both partnerships leveraged the celebrity’s image to create buzz and drive foot traffic.
- Justin Bieber – Tim Hortons: Canadian icon Justin Bieber’s collaboration with Tim Hortons for specialty Timbits and a signature cold brew is another example of how a celebrity’s influence can lead to tangible sales boosts, mirroring the anticipated impact of Sabrina’s Dunkin’ drink.
- Travis Scott & BTS – McDonald’s: McDonald’s has successfully leveraged celebrity partnerships to turn standard menu items into major events. These partnerships, like Dunkin’s collaborations, rely on the celebrity’s cultural influence to create a sense of urgency and exclusivity, driving record-breaking sales.
In comparison, Sabrina Carpenter’s Dunkin’ partnership is notable for its direct tie-in with her music, making the campaign feel like a multi-dimensional branding effort that spans music, beverage, and pop culture.
Conclusion
Sabrina Carpenter’s partnership with Dunkin’ for her own drink flavor has proven to be a well-orchestrated alliance of music stardom and brand marketing. Initiated by perfect timing and mutual recognition of opportunity, the deal came together just as Sabrina’s coffee-themed song captivated pop culture, making the collaboration feel organic. While exact financial details remain undisclosed, it’s clear that both parties stand to gain significantly – Sabrina receives a lucrative endorsement and heightened visibility, while Dunkin’ benefits from increased sales, cultural relevance, and engagement with a younger demographic.
The limited-time offering of Sabrina’s Brown Sugar Shakin’ Espresso merges her personal brand with Dunkin’s innovative product strategy, and the playful “Shake That Ess’” campaign has generated widespread social media buzz and viral engagement. In the broader context of celebrity-brand partnerships, this collaboration is a textbook example of how to blend entertainment with commerce, creating a product that resonates on multiple levels and drives tangible business results.
Ultimately, for Sabrina, the deal reinforces her status as a major pop culture figure, and for Dunkin’, it helps position the brand at the forefront of trend-driven innovation. This partnership is more than just a celebrity endorsement—it’s a celebration of the seamless integration of music, humor, and coffee culture that captures the spirit of today’s pop landscape.