This isn’t the first time that Dunkin’ has sought to connect with younger fans. In 2020, the brand partnered with viral TikTok star Charli D’Amelio, naming a drink after her and collaborating on a merch line. There was also the “Wake Up and Make Up” makeup collaboration with e.l.f Cosmetics that tapped makeup influencer Mikayla Nogueira.
The Munchkin drink ad is the third commercial that Affleck and his production company Artists Equity have done for Dunkin’. The first was the coffee and donut chain’s first Super Bowl ad, which starred Affleck and his wife Jennifer Lopez, in February. A second ad aired in April, with Affleck being mistaken for Matt Damon while in line.
Artists Equity was Dunkin’s agency, production, and post-production company for the Ice Spice commercial, which was conceived and directed by Affleck, even though Leo Burnett is Dunkin’s agency of record. (It took over from Anomaly earlier this year.)
“We work with a lot of different agency partners depending on our needs and messaging,” McVicar Nelson said. “We are still doing campaigns with Leo Burnett. When we launched our fall menu, they created the campaign and assets for that.”
Artists Equity was chosen for the Ice Spice campaign because they have “a great understanding of pop culture and what resonates with customers,” she added. McVicar Nelson said there are no plans to change AORs.