As TikTok’s most followed star, Charli D’Amelio is known around the world for her iconic dance moves…and her self-professed love for Dunkin’. Last week, Dunkin’ launched a new collaboration with the teen influencer, giving her favourite order—a Dunkin’ Cold Brew with whole milk and three pumps of caramel swirl—a name on Dunkin’s nationwide menu as “The Charli”.
Since launch, Dunkin’ has sold hundreds of thousands of the ‘Charli’ and received an overwhelming response from fans across social platforms.
Cold Brew units saw a 20% boost on day 1 and a 45% boost on day 2 of the ‘Charli’ launch Dunkin’ app downloads have also skyrocketed, seeing a +57% increase on launch day vs. the previous 90 day average AND hitting a new daily record for daily active app users. The launch earned instant national headlines across entertainment, lifestyle, news and business media. Vanity Fair even noted “TikTok Star Charli D'Amelio Beat Ben Affleck to Having Her Own Dunkin' Drink.”
Here’s some more about how the collaboration came to be: Charli has been a longtime Dunkin’ fan, and she’s been talking about her love for the brand since she first hit the TikTok scene in July 2019. Dunkin’s creative agency partner, BBDO NY and their client brand team, took notice. After watching the star in action over the past year, they knew they had to find a way to collaborate with her. The partnership shows Dunkin's appreciation for Charli's love of the brand while sharing her fandom with Dunkin' guests.
The ‘Charli’ was announced last Wednesday on Charli’s Tik-Tok, Facebook, and Instagram channels with an enthusiastic message from her to her fans. BBDO NY partnered with Charli’s team to produce content that felt authentic to the star’s channel and accurately represents her love for Dunkin’. The content includes a custom TikTok song and dance
and a drive through order where the star orders the beverage named after her in a “pinch me” moment.
DDOne, a bespoke Publicis Media agency solution that includes Digitas North America, is implementing a paid media strategy across Snapchat and Instagram to support and drive further awareness of the Charli partnership, with creative encouraging users to try ‘The Charli’ and download the Dunkin’ App.