Charli D’Amelio: Dunkin’ Tells Us About Their Partnership With the TikTok Celebrity
TikTok sensation and dancer Charli D’Amelio loves Dunkin’. She’s such a big fan that the brand recently teamed up with D’Amelio to promote her signature drink, The Charli, which is Dunkin’ Cold Brew with whole milk and three pumps of caramel swirl.
Here’s what Melanie Cohn Rabino, director of brand engagement at Dunkin’, told Showbiz Cheat Sheet about the partnership.
Showbiz Cheat Sheet: What prompted Dunkin’ to feature Charli D’Amelio in a campaign?
Melanie Cohn Rabino: Charli D’Amelio is one of Dunkin’s biggest fans. She is recognized for her love for Dunkin’ and her go-to coffee order – a Dunkin’ Cold Brew with whole milk and three pumps of caramel swirl – almost as much as her iconic dance moves. This is a partnership fans have been rooting for, and we’re thrilled to make it official and make it easy for people to run on Dunkin’ just like Charli.
CS: What was the best part of working with Charli D’Amelio?
MCR: It’s been incredible to see the enthusiasm across TikTok for Dunkin’. Charli is known for her fun dance moves on the platform, so it’s been fun to work with her to develop creative ways – including a new dance – to interact with her loyal fans throughout the month of September.
Some of these playful and creative ways we’ve leveraged the partnership include takeovers of our Instagram and TikTok channels, giving our fans the opportunity to dance their hearts out with Charli-approved moves on TikTok to the beat of an original song inspired by “The Charli,” and a special AR Instagram filter, stickers, and more to celebrate making the relationship official.
From September 9-14, Dunkin’ also gave fans the chance to win a virtual hangout with Charli with the Charli x Dunkin’ contest and sip “The Charli” with Charli herself. It was an extremely collaborative process and we love Charli’s enthusiasm and true love of Dunkin’.
CS: How do you choose celebrities for your campaigns?
MCR: The first thing we look for when partnering with influencers is that they genuinely love the brand. For all our influencer partnerships and programs, we spend time identifying potential influencers to ensure they’re a fit with our brand.
CS: Are there any other drinks Dunkin’ has named after a celebrity?
To the best of our knowledge this is indeed the first beverage named after someone and available nationwide. Earlier this year we partnered with Snoop Dogg for the Beyond D-O-Double G Sandwich.
CS: Do you have any other celebrities lined up for future campaigns?
MCR: We have a long history of successful partnerships and will continue to work with celebrities when we think it makes sense for our brand and our fans.
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