Ever feel like the internet is just waiting for a reason to lose its mind? Honestly, that’s exactly what happened when the Dunkin Donuts ad controversy started bubbling up on social media. It wasn’t about a bad coffee recipe or a donut shortage. Nope. It was about a single word: "genetics."
Usually, Dunkin’ is the "safe" brand. You go there for a medium iced coffee and a glazed donut, not a lecture on biology or a political debate. But in late 2024 and throughout 2025, the brand found itself in the middle of a weirdly intense cultural crossfire. It basically started with a Refresher ad and spiraled into a conversation about eugenics, "whiteness," and whether brands are trying too hard to be edgy.
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Why a Coffee Ad Mentioned Genetics
The heart of the Dunkin Donuts ad controversy involves an actor named Gavin Casalegno. You might know him from The Summer I Turned Pretty. In the commercial, he’s lounging by a pool with a Golden Hour Refresher. He looks great—very tan, very "summer."
He says something like, "This tan? Genetics. I just got my color analysis back. Guess what? Golden summer. Literally."
It sounds harmless, right? Like a silly joke about the "color analysis" trend that’s been all over TikTok. But the timing was brutal. Just a few days earlier, American Eagle had released an ad with Sydney Sweeney featuring the tagline "Sydney Sweeney Has Great Jeans" (a pun on genes). People were already on edge, accusing American Eagle of dog-whistling about eugenics and "superior" traits.
When Dunkin’ dropped a "genetics" line right on its heels, the internet didn't see a coincidence. They saw a pattern.
The Breakdown of the Backlash
Social media users—especially on TikTok—didn't hold back. Here’s how the criticism actually looked:
- Tone-Deafness: Critics argued that praising "genetics" for physical beauty (specifically a tan on a white actor) felt like exclusionary language.
- The "Dog Whistle" Accusation: Some viewers felt the word choice was a deliberate nod to right-wing "trad-wife" or "pro-natalist" aesthetics that have been trending in certain corners of the web.
- Why Coffee? Honestly, the biggest question was just... why? Why is a donut shop talking about DNA? It felt forced.
The Rumble Boycott: A Different Kind of Fight
While the "genetics" thing was a branding headache, a much more corporate Dunkin Donuts ad controversy was happening behind the scenes with the platform Rumble.
In August 2024, Rumble's CEO, Chris Pavlovski, leaked an email from a marketing agent at Inspire Brands (Dunkin’s parent company). The email basically said Dunkin’ wouldn't advertise on Rumble because of the site's "right-wing culture."
This set off a massive counter-boycott.
Conservative figures like Catturd and thousands of X users started the #BoycottDunkinDonuts hashtag. They weren't mad about genetics; they were mad about what they saw as "woke" corporate discrimination. This put Dunkin’ in a "no-win" situation. On one side, they were being slammed by progressives for the Casalegno ad, and on the other, they were being targeted by conservatives for their advertising choices.
It’s a classic example of how modern brands are stuck in a pincer movement. You can't even buy a muffin without picking a side of the cultural fence.
Real-World Impacts
Did the boycott actually hurt sales? Probably not in the long run. Dunkin’ has a massive, loyal "America Runs on Dunkin" fanbase. Most people just want their caffeine fix and don't care about Rumble or Sydney Sweeney’s jeans. But it did damage the brand's reputation for being the "everyman" coffee shop.
Dunkin' and Inspire Brands mostly stayed silent during the Rumble drama. Sometimes, saying nothing is the only way to let the fire burn out.
What Most People Get Wrong About This
A lot of people think these controversies are accidental. They think a writer just happened to use the word "genetics" and didn't realize it was a "thing."
Experts like Allen Adamson from the marketing firm Metaforce suggest otherwise. In 2026, where coffee is a "commodity" you can get anywhere, brands need "edge." Disruption is a strategy. If people are arguing about your ad, they are seeing your ad.
Is it risky? Absolutely. Is it better than being invisible? For some marketers, the answer is yes.
The Evolution of Dunkin's Ad Strategy
Dunkin' has been trying to move away from just being "The Donut Place." They dropped "Donuts" from their name. They started the "Dunkin' Cinematic Universe" with Ben Affleck and his $6 "Value Affleck" meal.
They even partnered with Megan Thee Stallion in early 2026 for the "Dunk N' Pump" campaign to sell protein-boosted drinks. That one was mostly a hit—it was fun, high-energy, and didn't mention DNA. It shows that when they stick to "vibes" and energy rather than pseudo-science or politics, they usually win.
Actionable Lessons for Consumers and Brands
So, what does the Dunkin Donuts ad controversy tell us about the world we're living in right now?
- Context is Everything: If you're a brand, you can't ignore what other brands are doing. Dunkin's "genetics" line might have been fine in 2022. In the shadow of a Sydney Sweeney controversy, it was a landmine.
- The Power of the Niche: Boycotts today are often driven by small, highly vocal groups on specific platforms (like Rumble or TikTok). They can create a "PR crisis" even if the average person at the drive-thru has no idea what’s happening.
- Think Before You Post: For us as consumers, it’s worth asking: am I actually mad at this brand, or am I just reacting to the algorithm? Sometimes a donut is just a donut.
If you’re trying to stay "brand-safe" in 2026, the best move is to keep it simple. Dunkin' succeeded most when Ben Affleck was just a confused guy in a drive-thru. They got into trouble when they tried to be too clever for their own good.
Next time you’re grabbing a coffee, take a second to look at the posters on the window. Are they trying to sell you a drink, or are they trying to sell you a "statement"? Usually, the best coffee doesn't need a manifesto.
Key Takeaway: Brands are navigating a "low-trust" society. Every word is scrutinized. If you want to avoid a PR nightmare, skip the buzzwords and stick to the hash browns.
How to Stay Informed on Brand Trends
- Follow Social Listening: Use tools like Google Trends or TikTok’s "Creative Center" to see what words are currently "charged" or trending negatively.
- Diversify Your Feed: Don't just look at one side of a boycott; check multiple sources to see if the "outrage" is coming from a specific political demographic or a general consumer base.
- Verify Before Sharing: Many "leaked" emails or ad screenshots are taken out of context. Check the original source before joining a hashtag movement.
The Dunkin Donuts ad controversy isn't just about one commercial—it's a case study in how fast a brand can lose control of its own message in a hyper-connected world. Keep your coffee hot and your critical thinking sharper.