Dunkin’ is stepping decisively into the booming functional beverage market. Starting in 2026, the coffee and doughnut chain is introducing protein milk across its menu, alongside a new range of protein-forward drinks and snacks designed to appeal to consumers looking to combine everyday routines with nutrition-focused choices.
To announce this strategic shift, Dunkin’ has unveiled a high-energy campaign headlined by Grammy Award-winning artist Megan Thee Stallion. Developed with Artists Equity, the studio founded by Matt Damon and Ben Affleck, the campaign centres on a short film titled Dunk N’ Pump, which blends retro fitness aesthetics with contemporary pop culture.
In the film, Megan Thee Stallion appears as “Pro-Tina,” a charismatic, Jazzercise-style workout coach leading a colourful, tongue-in-cheek training session fuelled by Dunkin’s new Protein Refreshers. Directed by Luke Orlando, the spot draws inspiration from vintage workout videos, reimagined through a modern visual language infused with the brand’s signature palette. An original track created by the artist sets the rhythm, reinforcing the campaign’s playful, motivational tone.
Beyond its stylised look, the initiative reflects a broader repositioning for Dunkin’. By incorporating protein milk into coffees, lattes and refreshers, the brand aims to diversify how customers experience its menu throughout the day — from morning coffee rituals to post-workout or on-the-go moments. The new Protein Refreshers, including a mango flavour associated with Megan Thee Stallion, are positioned as versatile beverages that fit both active lifestyles and busy schedules.
The activation extends well beyond the screen. Dunkin’ is supporting the launch with a series of limited-edition collaborations and experiences. These include the Dunk N’ Pump Collection, a line of retro-inspired workout apparel, and a partnership with Bala® featuring branded wearable weights in Dunkin’ colours. In addition, the brand is collaborating with [solidcore] studios to host special training sessions powered by Dunkin’ in selected locations, linking the product directly to fitness environments.
For Dunkin’, the campaign signals an evolution in brand storytelling. Rather than focusing solely on indulgence or convenience, the company is leaning into energy, movement and self-expression, using pop culture partnerships to make functional nutrition feel accessible and entertaining.
By merging protein innovation with music, fashion and sport-inspired imagery, Dunkin’ positions its new beverages not just as menu additions, but as part of a broader lifestyle narrative — one that reflects how major food and beverage brands are increasingly aligning themselves with wellness culture while keeping a sense of fun at the core of their identity.
