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Creative in association withGear Seven
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Dunkin’ Remixes Charli D’Amelio Collaboration with New Charli Cold Foam

24/02/2021
Advertising Agency
New York, USA
3.8k
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BBDO New York's campaign builds on the unprecedented success of the original Charli launch in September when the brand sold hundreds of thousands of the star’s custom beverage within the first five days of launch
To launch Dunkin’s biggest beverage innovation of the season - Sweet Cold Foam for Cold Brew - the brand is reuniting with social media megastar and Dunkin’ fanatic herself, Charli D’Amelio, to introduce the new 'Charli Cold Foam'.

In September, Dunkin’ added a new signature drink to their menus, 'The Charli', inspired by D’Amelio’s go-to Dunkin’ order - a Dunkin’ Cold Brew with whole milk and three pumps of caramel. The new Charli Cold Foam is the ultimate glow-up, now with Sweet Cold Foam and cinnamon sugar on top.

This time around, Dunkin’ is making it all about the fans with a chance to get their own drink on the menu, 5X points offer for DD Perks members on the Charli Cold Foam, and a donation component…plus a special surprise in a few weeks.

The collaboration officially kicks off today with a social media campaign created with BBDO New York that will run on both Charli’s social channels, including TikTok, Instagram, and Twitter, as well as Dunkin’s owned channels.

Next week, Dunkin’ will launch a TikTok challenge giving 10 fans across the country the chance to get their own signature drink on the menu at their local Dunkin’, along with a personalised video shoutout from Charli herself.

Additionally, for every Charli Cold Foam purchased through the Dunkin’ app between 24th - 26th February, Dunkin’ will donate $0.50 to the Dunkin’ Joy in Childhood Foundation’s Teen Prom Program, with a total donation of up to $25,000.

The campaign builds on the unprecedented success of the original Charli launch in September. The brand sold hundreds of thousands of the star’s custom beverage within the first five days of launch, adding a 20% boost to Dunkin’s Cold Brew units on day one and 45% boost on day two. It also launched Dunkin’ into TikTok stardom with 2.1 million followers, more than any other fast-food chain on the platform.

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