Dunkin’ is widening its protein-focused menu at a moment when many consumers are recommitting to fitness, returning to the gym and resetting their routines for the year ahead.
The Inspire Brands-owned chain’s move comes as protein continues to gain ground across the category, with competitors such as Starbucks also making it a more prominent part of their innovation strategies. The shift is further reinforced by recent guidance from U.S. health authorities, which encourages higher protein and dairy consumption.
The creative duties were led by Artists Equity, the production company co-founded by Ben Affleck and Matt Damon. Their Dunkin campaign, starring Megan Thee Stallion, leans into the nostalgia of classic fitness videos, channelling the upbeat spirit of Richard Simmons and Jane Fonda–era workout culture.
The spot introduces “Pro-Tina,” a jazzercise-style routine set to an original track written by Megan Thee Stallion, complete with high-energy moves that inevitably end with a sip of Dunkin’ Protein Refreshers. Beyond rolling out protein-infused Refreshers and Lattes, Dunkin’ is expanding personalisation by offering Protein Milk as an optional upgrade that boosts the protein content to 15 grams.
The campaign is backed by a limited-edition merchandise drop, featuring retro-inspired Dunkin’ workout apparel and cropped T-shirts. Dunkin’ is also teaming up with two fitness-focused brands, Bala and Solidcore, to extend the idea beyond advertising. Bala will launch Dunkin’-branded weighted bangles designed for wrists and ankles, while during January Solidcore was set to host a series of workout classes at select studios across the U.S., complete with custom playlists and Dunkin’ support.
