To launch its new Shaken Espresso, Dunkin’ partnered with pop star Sabrina Carpenter—whose hit song “Espresso” was already dominating the internet. Together, they created “Shake That Ess’,” a playful, music-inspired campaign that blended brand, artist, and product into a single cultural moment. With a hero spot directed by music video legend Dave Meyers, social-first content, and a sold-out merchandise drop, Dunkin’ captured the zeitgeist and broke sales records, all without relying on paid media. Who needs to outspend when you can outsmart?