Dunkin' Donuts has reunited Spice Girls stars Emma Bunton and Geri Halliwell-Horner for a playful new campaign celebrating the return of the brand's autumn menu and its popular Pumpkin Spice Signature Latte.
The campaign introduces a fictional addition to the Spice Girls story: Pumpkin Spice, portrayed by actress and comedian Rachel Dratch. According to the humorous storyline, Pumpkin Spice was the little-known sixth member of the group who left the band to pursue a different passion — lattes.
The tongue-in-cheek campaign plays on the enduring popularity of the Spice Girls while giving Dunkin' a fun way to introduce its seasonal pumpkin spice offering. Bunton and Halliwell-Horner embrace the fictional backstory as they encounter the former bandmate who supposedly traded pop stardom for a career centred around coffee.
Dratch's character is presented as the missing piece of Spice Girls history, with the campaign using exaggerated nostalgia and comedy to imagine what might have happened to a sixth member who never made it into the group's official story. The concept gives the autumn menu launch a distinctly pop-culture-driven twist.
At the centre of the campaign is the return of Dunkin's Pumpkin Spice Signature Latte, one of the brand's seasonal autumn offerings. The launch also included a promotion giving customers the opportunity to claim a free latte on launch day, adding a consumer-focused element to the campaign.
By combining two recognisable Spice Girls faces with Rachel Dratch's comedic performance, Dunkin' turns the arrival of its autumn menu into a playful piece of entertainment. The campaign uses music nostalgia, humour and seasonal coffee culture to give its Pumpkin Spice Latte a memorable pop-culture introduction.
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