What happens when a brand becomes part of a celebrity’s world.

On December 31, 2024, Dunkin’ partnered with Sabrina Carpenter to launch Sabrina’s Brown Sugar Shakin’ Espresso, a limited-time drink inspired by her hit song “Espresso.” The collaboration featured a whimsical campaign called “Shake That Ess’,” where Sabrina and lively guests shake their drinks at a vibrant launch party while “Espresso” plays.

The cheeky concept reflected Sabrina’s wit, confidence, and glamorous aesthetic, making the product feel like an extension of her personal brand rather than a typical celebrity endorsement.

Instead of simply putting Sabrina’s face in an advertisement, Dunkin’ connected the drink to the “Espresso” identity that fans already knew, making the product feel familiar and recognizable.

The campaign also brought Dunkin’ into Sabrina’s cultural world, reflecting her vintage-inspired aesthetic, cheeky humor, and playful energy. Rather than simply promoting the drink, Sabrina’s existing identity became part of the product itself.

Dunkin’ became part of the world Sabrina had already built with her audience.

The strongest collaborations don’t just borrow audiences and call it a day. They don’t simply put a celebrity’s face on an advertisement and expect their popularity to do the work. Instead, they connect brands to a culture they could not access on their own.

That is what makes this type of collaboration strategic. Dunkin’ used Sabrina Carpenter’s existing pop culture presence to make a familiar coffee product feel connected to her unique world and the audience she had already built.

For creators, the opportunity is to think beyond traditional brand deals and ask:

What can I bring from my world that makes a brand feel relevant to my audience?