Dunkin’ x Megan Thee Stallion for “Dunk N’ Pump” #MusicMonday

Source: Dunkin’

I think there may be something new brewing at Dunkin’.

Dunkin' is making what looks to be a smart move this January: they're not just selling coffee and donuts anymore. They're selling fitness and wellness, with a new face to give the brand credibility in the space.

For years, Dunkin' has been the quick-grab convenience brand. Fast coffee. Fast donuts. Fast breakfast. It's been their lane and they've never moved far from it. But there's a limit to that positioning.

Enter the brand’s wellness repositioning, or so it seems to my eye.

Dunkin' just launched a new menu centered on protein milk and new drinks called Protein Refreshers, partnering with Megan Thee Stallion as the face of the campaign as "Pro-Tina," the character driving the push. Megan even created one of the drinks herself, Megan’s Mango Protein Refresher.

Dunkin’ also built an exclusive partnership with Solidcore Studios, the premium boutique fitness brand, with an exclusive early morning workout and a companion playlist.

The first-of-the-year move signals something clear: Dunkin' isn't chasing the same customer they've always chased. They're chasing the customer who never thought Dunkin' was for them.

Here's why this works.

Megan Thee Stallion isn't a random celebrity. She has authentic fitness credibility. Her audience knows she takes her training seriously. When she shows up for a Protein Refresher campaign, it's not a paycheck. It's an alignment. Solidcore isn't a gym for everyone, but it's a choice for the premium fitness customer, the one who is aiming for intensity and results. By powering 6:00am classes with Dunkin', the brand is embedding itself into a specific customer ritual: the early am workout. The ones who get it done and get into their day right from the get go.

Dunkin' is saying: we're not just for commuters in a hurry. We're for people who wake up early, train hard, and care about what goes into their body. We're part of your wellness journey, not just your convenience grab.

That expands the traditional Dunkin’ market by leaps and bounds with customers willing to pay more and visit more often.

Smart strategy. Let’s watch to see where this goes.

What's your experience? JIM

P.S. - Here’s one of Megan’s big hits, featuring Beyonce …