To celebrate the epic conclusion of Universal Pictures’ WICKED franchise, Dunkin’ transformed one of the year’s most anticipated films into an everyday consumer experience. Rather than simply promoting the movie, the partnership invited fans to taste, collect and interact with the world of WICKED through a limited-time menu, exclusive merchandise collection, original content and immersive real-world activations. Dunkin’ embraced the film’s signature pink and green palette with the WICKED Green Matcha, WICKED Pink Refresher, and a reimagining of its iconic MUNCHKINS® Donut Hole Treats as WICKED MUNCHKINS®, packaged in a collectible tin featuring the silhouettes of Elphaba and Glinda. The collection also included bespoke WICKED tumblers, straw sets and cup sleeves, extending the collaboration beyond the menu. The 360 campaign included a bespoke “End Credits Scene” featuring the film’s stars Cynthia Erivo and Jonathan Bailey and directed by Paul Scheer. The partnership extended across social and influencer activations, a Boston experiential takeover featuring a custom-wrapped Green Line train, and surprise-and-delight commuter giveaways leading up to the release of WICKED: FOR GOOD.