Dive Brief:
- Dunkin’ is promoting a menu lineup centered around a new Protein Milk offering with help from Megan Thee Stallion, per news shared with Marketing Dive.
- In a 60-second spot, “Dunk N’ Pump,” the rapper takes on the role of Pro-Tina, an alter ego who hosts a retro fitness program where people work out while sipping Dunkin’ Protein Refreshers. Other protein-rich items from the brand include Protein Lattes.
- Artists Equity is behind the creative, which will appear across TV, out of home, digital and social. In addition, the coffee chain is releasing Dunk N’ Pump merchandise and will collaborate with workout brands Bala and Solidcore throughout January.
Dive Insight:
Dunkin’ is expanding its range of protein-forward menu offerings as many consumers renew commitments to fitness and sign up for gym memberships as part of their New Year’s resolutions. The Inspire Brands chain’s introduction of Protein Milk follows key rivals like Starbucks making protein a bigger piece of their innovation strategies in response to consumer trends. U.S. government officials have recently recommended higher protein and dairy intake for consumers, as well.
Dunkin’s ads with Megan Thee Stallion take a page from old-school video fitness programs — think Richard Simmons or Jane Fonda — where peppy instructors in color-coordinated bodysuits shout motivational phrases. Pro-Tina’s jazzercise routine features an original track penned by Megan Thee Stallion and is focused on movements that end in sipping Dunkin’ Protein Refreshers, including Megan’s Mango and strawberry-flavored variants. Artists Equity, the production shop co-founded by Ben Affleck and Matt Damon, handled the creative.
Along with the protein-fueled Refresher and Latte lineup, Dunkin’ is letting guests add Protein Milk as a drink customization option. A medium drink featuring the add-on will carry 15 grams of protein, according to the announcement.
A merchandise collection tied to the campaign features vintage-themed Dunkin’ workout gear and cropped T-shirts while the brand is also collaborating with two fitness-oriented brands: Bala and Solidcore. The former is releasing a pair of Dunkin’ weighted bangles for wrists and ankles while the latter will host workout classes with custom playlists supported by Dunkin’ at select studios nationwide from Jan. 14-16.
“Dunk N’ Pump” extends Dunkin’s streak of enlisting celebrities to push new and seasonal menu items, often in collaboration with Artists Equity. In 2025, Dunkin’ kicked off the New Year with innuendo-laced commercials where pop singer Sabrina Carpenter promoted shaken espresso beverages.
