With the Super Bowl right around the corner, I wanted to check in on everyone’s favorite thing to see on the TV screen come game day… That’s right, commercials. And what is the best each year!? Doritos…No!

Dunkin!! American Runs, Lives, Swears by it. 

This week I took a deep dive into the analytics behind the magic and flavor that is Dunkin Donuts. 

Looking through the data, Dunkin Donuts social media platform is overflowing with organic content. The brand has a way of creating a community by relating to their audience.

Following Trends!

In the month of January, some of their top engagement rates were posts that were relatable memes. The brand’s content has a high engagement rate because they get their customers involved and make content that is funny and people can relate too. The Brand follows trends. While posting 17 times in the month of January they included posts about how people drink iced coffee even when it’s cold out which got thousands of public engagements.

Dunkin also goes big for the Holidays! Most recently, prior to the new year the brand posted about their ugly sweater party with their drinks and even before that their special spider donut. They take topical events and use them to their advantage. Remember when all those flights got delayed about a year ago. Well, they had a post about how everything was delayed except the pumpkin spice that was arriving early. They come across as a friend you can joke with. Creating a sense of trust and value on how they listen to their customers.

Collaborations

On top of that, Dunkin has been doing something great since the start of the pandemic that has really brought in large engagement rates with the younger generation. Charli D’Amelio was the first ever Dunkin Drink Collaboration and it blew up everywhere. It was allowing customers and fans to feel like they got to live a small part of her life. 

Now in 2025, there is a new craze on the market… ‘That’s That me espresso.’ Sabrina Carpenter has stolen the stage in 2024, topping charts and even winning MTV Video Music Award for Song of the Year with Espresso. Dunkin jumped on that success with their newest collaboration with Sabrina and her brown sugar shaken espresso drink. The other half of the high engagement rates for 2025 so far were post all about her new drink. Once again relating to their customer base as she is one of the biggest singers in the world right now.

This has built a high SEO at 5M search volume and a $1.01 Cost per clicks. This drink has created so much buzz on facebook, twitter (X) and even reddit. Getting comparable numbers to the ones on Dunkin’s biggest selling days, National Donut Day.

Super Bowl

Coming up is, pardon the pun, the marketing super bowl! Will last year will be topped? As they had Ben Affleck, Matt Damon and Tom Brady decked out in head to toe dunkin swag in a commercial. This not only kicked off a big year for merchandise sales but also got a more male driven audience involved in the dunkin army…get it? Like the Bills Mafia?

The engagement for Dunkin merch sky rocketed last february, gaining a high search volume in one month alone. The world might not be ready for what Dunkin is about to do.

Overall, Dunkin has a good balance creating a well rounded community. Trying to hit on different ages, genders and to expand their customer base. Dunkin does best with collaborations as do most brands but the brand itself is consistently made personal. Like the customer could grab a drink 😉 😉 with them.

So What’s Next for Dunkin? 

Remember when people used to stack their free donut on their ice coffee and post it? It creates high engagement on the brands promotions and user engagement. Dunkin needs to bring back user engagement! 

Snackle Box

Incorporating a cute and popular trend of Snack boxes, Dunkin should make a Mom on the run snack stray. Maybe even realise it right before Mother’s Day. It could come with stuffed bagel bites, bacon strips, and hash browns. And you can get 20% off the snack box when you buy a medium or large drink with it. This is something cute that moms can grab and post at their kids soccer game or their kids’ next dance recital. 

Protein and Gym Life

On that same idea, After gym protein snack boxes! This could include just the eggs, hash browns with extra bacon on the side. Maybe even incorporating a protein coffee into the new menus line up. The gym life community has grown so much over the past five years that this would be a huge incentive for healthier people to stop by a fast food restaurant. 

Swifty

And as for the Super Bowl… What I think should be coming is Taylor in the Dunkin watch Box at the game and once she announces her reputation eras album and tour, Dunkin releases a drink inspired by it. Maybe a new dark blend with red velvet cold foam since it would match the album.

They have a lot of ways to incorporate different groups of people. Having Taylor Swift would create a lot of engagement especially when surrounding her next album and tour. 

Oh and maybe an at home recipe book for coffee and donut lovers alike.