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Meme culture meets marketing and why Gen Z loves it
Why we’re obsessed with Dunkin’s Spidey D.
Just when you think you’ve seen the most ridiculous “sexy thing” Halloween can offer—sexy Gumby, sexy skunk, sexy corn-on-the-cob—something new hits the scene to make you do a double take.
This year, that sexy anything trend has jumped from costumes to the snack aisle.
With playful captions and flirty innuendo the Dunkin’s team has given our little friend the Spider Donut a sense of humor that fits perfectly with today’s meme-driven landscape. By giving this tasty treat a personality designed for social media stardom, Dunkin’ makes sure it slides into the feeds—and hearts—of younger audiences with ease.
For Gen Z, Dunkin’s Spidey D. isn’t just a snack; it’s part of an “inside joke.”
Raised in the world of memes, where irony and layered comedy thrives, Gen Z appreciates brands that “get them.” Spidey D. taps into this by leveraging their unique culture and internet humor, creating a shared experience that feels like a joke between friends rather than a marketing ploy.
This “DGAF branding” hits just the right note for Gen Z.
Dunkin’ isn’t bending over backward to impress; it’s just rolling with the Halloween vibe and letting a donut show off its playful side. By tossing in a bit of cheeky innuendo and speaking the audience’s language, Dunkin’ makes the connection feel easy, fun, and totally unforced.
The science behind suggestive humor in marketing
The science behind suggestive humor in food marketing is surprisingly impactful. It’s not just about getting a chuckle; it’s about reshaping how we see and taste things—literally.
Dunkin’s Spider Donut cleverly taps into this by laying down a psychological roadmap before you even take a bite. This primes your brain to approach the donut as a fun, indulgent experience rather than just another pastry, shaping your perception and enhancing your enjoyment.
This concept is called “anchoring,” where the playful, naughty cues set your expectations before the first bite. It’s why a donut that teases and winks tastes more exciting than one that just sits there, minding its own business.
But it doesn’t stop at first impressions. Humor doesn’t just lift the mood; it tinkers with your taste buds’ expectations, too. The more we’re amused, the more we project that delight onto what we’re eating.
By giving the Spider Donut a wink and a nudge, Dunkin’ adds an extra layer of indulgence and satisfaction to each bite. It’s not magic; it’s just the brain’s way of turning a smile into flavor.
And when other brands join in, the fun only intensifies.
And then there’s how this approach affects our memory. Funny experiences don’t just come and go; they stick, replaying in the mind like your favorite sitcom moments.
When Dunkin’ makes you laugh with its “not-so-itsy-bitsy” donut, that good feeling wraps itself around the brand and lingers well past Halloween.
The Spider Donut isn’t just a one-off gimmick—it’s a sweet memory that reinforces Dunkin’ as the place where you had fun. So, no, it’s not just a laugh; it’s a carefully crafted moment that turns a seasonal novelty into a shareable cultural snapshot.
The enduring allure of playful, edgy marketing in the digital age
For suggestive humor in food marketing to stick around, it has to keep up with the shifting tastes and dodge the trap of being gimmicky to win.
Dunkin’s nailed this formula—it was perfectly timed for Halloween, self-aware, and the team knew exactly when to pack up its web and call it a season.
The campaign wrapped up with a cheeky video showing their mischievous spider mascot getting scooped into a Halloween bucket.
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The cherry on top? An “official statement” that Spidey D. overstepped by leaking a secret menu item for Instagram likes and had her credentials yanked, preventing further antics. New to the office, Gen Z might also be feeling a little bit pinched by the rules of the corporate world, or know what it’s like to cross the line on social media, just like Spidey D.
Dunkin’s Spider Donut has been more than just a seasonal snack; it has been a mini-masterclass in how to create an engaging, memorable moment that feels genuine to an audience.
This quirky campaign underscores a key truth in modern marketing: the brands that capture hearts and generate word of mouth are the ones that can laugh, evolve, and know when to bow out gracefully. In a digital landscape that’s oversaturated with content, being playfully bold and thoughtfully executed is the ticket to audience hearts and of course, a little free press.
They’ve got their hooks in you.
FADS rise quickly, burn hot and fall out. They say you’re fat, you’re no fun, you need to relax, and you might even die alone.
In fact, FADS bank on the fact that you already believe all of that.
Ready to learn how it works?
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