By Mohammad Owais
4 December 2025
Dunkin’ has launched its Christmas season with a high-impact, influencer-driven campaign aimed at capturing the attention-and the social feeds-of Gen Z. With the slogan “Esta Navidad, presume de Dunkin” (“This Christmas, show off Dunkin”), the brand is putting a highlight on holiday rituals that include festive decoration and Secret Santa gifting.
The campaign assembles some of the hottest digital creators of the moment, including Xuso Jones, Roro, Dory Ys, and Dunkin’s own set of reindeer-inspired seasonal donuts in a playful mashup of product, pop culture, and influencer-led storytelling.
A visual campaign made for TikTok, Reels, and Shorts.
The creative execution, fronted by beon., places a heavy emphasis on vertical-first formats optimized for TikTok, YouTube Shorts, and Meta platforms.
The objective: make Dunkin’s holiday line the most visually shareable treat of the season.
Bright colours, quirky transitions, and Instagrammable setups form the core creative direction to make sure that the content blends in naturally with the preferred media styles of Generation Z.
Influencers at the Heart of the Strategy
The influencer push is fronted by Xuso Jones, an influencer whose humorous content style and strong engagement make him a key driver for seasonal virality.
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With skits, unboxing, and holiday-themed challenges, creators showcase how Christmas Dunkins like the reindeer-like donuts at Dunkin’ fit perfectly into the festive gifting moments for Amigo Invisible.
The goal is clear: turn Dunkin’s Holiday products into the most shared “detail” of Christmas 2025.
Standing Out in a Noisy Advertising Season
Because December is one of the most saturated months for brands, Dunkin’s strategy relies much more on cultural relevance rather than traditional advertising.
By tapping into:
- holiday rituals
- creator communities
- snackable video formats
- visually striking limited-edition products
The campaign creates a festive, social-first ecosystem designed to spark organic conversations. As one industry observer noted, this approach effectively melds product, culture, and entertainment, giving Dunkin’ a differential advantage in a crowded holiday landscape.
