Energy Drinks by DUNKIN’
In Spring 2024, DUNKIN’ launched their first-ever sub-brand of energy drinks, focusing on a younger, male-skewing, “up for whatever as long as it’s fun” audience with a digital + OOH campaign, and local activations. With media placements on Meta, Twitch, TikTok, Reddit, Spotify, Snapchat and Pinterest, SPARKD’ tapped into a consumer in search of energy for the fun of it. SPARKD’ continued outperforming LTO expectations (amid competitor’s charged lemonade discontinuation), became a regular menu item, and in late 2024, the branding shifted from SPARKD’ to DUNKIN’ Energy.
