dunkin x tarte collab of the summer
Are you ready for a guava girl/guy summer? Dunkin’s new collab with Tarte Cosmetics has been taking social media by storm. Looking at successful new campaigns like this one can help us look at ways that we can use collaboration as a marketing technique. Let’s dive in to this branding forward campaign!
An oh-so sweet collaboration
On June 16th, Dunkin’ and Tarte Cosmetics released their collab titled “Guava Girl Summer.” The first drop came from Tarte with their Sip and Lip collection playing on Dunkin’s long-time Sip and Dip slogan. This collection included a lip mask, a lip plumper, and a lip tint. Tarte did a great job of incorporating Dunkin’s branding, paired with their own; from products, to the page on their website. This campaign displayed how to marry two brands together effectively.
Dunkin then released their exclusive guava flavored refresher in collaboration with Tarte. However, this drink is exclusive to Dunkin reward members only. This was a smart move on Dunkin’s part because it encourages people to join the Dunkin rewards program and for them to gather more customer information for future marketing touch points (i.e. emails and text).
brewing buzz
These two brands have one key thing in common; they both have had great success with influencer marketing. Dunkin has executed many pop culture-related campaigns that were very successful.
One example being the Charlie D’Amelio drink that blew up in 2020. Another more recent example is the campaign they did with Sabrina Carpenter on their new drink, the Brown Sugar Shaken Espresso, which played off of her hit song “Espresso.”
Tarte is known for their influencer brand trips, aka #trippinwithtarte, as well as past collaborations with companies like Tru Fru. In this Guava Girl summer campaign with Dunkin, they’ve used paid sponsorships on TikTok to spread the buzz. This has inspired other creators to post about the collaboration, even without a paid sponsorship. This creates even more publicity for free for the companies, which is a huge marketing win.
User-generated content is gold for companies. On top of all of this, the brands have also been posting a lot about the collab on their own social media platforms.
SOME OF OUR FAVORITE SOCIAL POSTS FROM THE COLLAB
Drink sharing across the grid: This short video is really well done and incorporates both brands without clashing.
The lip kit comes to life: This video was a personal favorite because of the creativity and attention to detail.
Beating the heat wave: This video does a great job at taking advantage of what’s going on currently; from targeting their main demographic, to talking about the current heat wave, to jumping on the narrator trend that’s circulating while it’s still relevant.
THE PERFECT PACKAGE
Brand collaborations are a great way to introduce your brand to a new audience, stir publicity, make connections, and curate new content. This collab is a great example of how both companies were able to incorporate their branding seamlessly and use social media to brew up a successful Guava Girl Summer.