A new Dunkin' Donuts advertisement, featuring actor Gavin Casalegno promoting their Golden Hour Refresher, has quickly ignited a significant advertising backlash due to an unexpected reference to “genetics.” This particular phrase has resonated negatively with consumers and cultural commentators, prompting widespread discussion across various digital platforms.
The commercial itself depicts Casalegno asserting his natural “summer king” status, attributing his tan to “genetics” and linking it to the refreshing beverage. While the ad seemingly aimed to evoke lighthearted summer vibes and a golden aesthetic, the inclusion of the term “genetics” has inadvertently overshadowed its intended message, diverting public attention to a more sensitive topic.
This incident notably follows closely on the heels of a prior ad campaign involving American Eagle and actress Sydney Sweeney, which also faced considerable public scrutiny for its play on “great jeans” and “great genes.” The juxtaposition of these two seemingly unrelated commercials has fueled a broader conversation about corporate responsibility in messaging and its societal implications.
The current social climate within the United States is particularly sensitive to discussions around inherited traits and genetic predispositions, largely due to historical and ongoing concerns related to eugenics and perceptions of white supremacy. In this context, any casual mention of “genetics” in advertising can be misconstrued or evoke uncomfortable associations, leading to heightened scrutiny and widespread criticism, reflecting contemporary social media trends.
The timing of the Dunkin' Donuts ad, appearing just a week after the American Eagle incident, has undeniably amplified the unease among the public. This succession of similar commercials has led many to question the intentionality behind such word choices, with some speculating about a strange coincidence while others consider the possibility of a more deliberate, albeit subtle, problematic undertone in brand communications, underscoring the need for greater brand sensitivity.
Experts in marketing and public relations are observing this trend closely, advising brands to exercise extreme caution in their ad campaign development. The interconnectedness of pop culture and social issues means that even seemingly innocuous phrases can be subject to intense interpretation and widespread debate, especially when touching upon sensitive societal nerves, highlighting the fluid nature of social media trends.
Ultimately, this latest Dunkin' Donuts controversy serves as a crucial reminder for companies regarding the critical importance of rigorous internal reviews for all advertising content. Ensuring that ad campaigns are not only creative but also culturally aware and sensitive to the prevailing public sentiment is paramount to maintaining positive brand perception and avoiding unintended negative publicity, thereby fulfilling their corporate responsibility to the fullest.
