You’ve probably seen the clip by now. It’s poolside, sunny, and stars Gavin Casalegno, the guy from The Summer I Turned Pretty. He’s lounging there, looking very "summer," and then he drops the line that set the internet on fire: "This tan? Genetics."
Honestly, it’s just a 30-second spot for a drink called the Golden Hour Refresher. But in the weird, hyper-connected world of 2025, those two words—dunkin donuts genetics ad—became a massive lightning rod for controversy. Some people think it’s a harmless joke. Others think it’s a dog whistle for some pretty heavy, exclusionary beauty standards.
What Actually Happens in the Dunkin Donuts Genetics Ad?
The ad is pretty straightforward. Gavin Casalegno plays into his "King of Summer" persona. He’s wearing linen, he’s got a Golden Hour Refresher in his hand, and he’s leaning into the "thirst trap" aesthetic that his fans love.
"Look, I didn’t ask to be the king of summer, it just kinda happened," he says. Then comes the controversial part. He credits his tan to his genetics and mentions getting his "color analysis" back, which confirmed he’s a "golden summer."
It sounds like typical Gen Z marketing. It uses TikTok slang and plays on the color analysis trend that has been everywhere recently. But the timing was a total disaster for Dunkin.
The Sydney Sweeney Connection
You can’t talk about the dunkin donuts genetics ad without talking about American Eagle. Just days before the Dunkin spot dropped, Sydney Sweeney did a campaign for American Eagle where she made a pun on "genes" and "jeans."
People were already heated about that one. Critics argued that celebrating "good genes" while showing a blonde, blue-eyed actress felt a little too close to eugenics-coded language. So, when Dunkin released an ad using the word "genetics" featuring another conventionally attractive white actor, the internet basically lost its mind.
Why the Internet is Divided
It’s a weird situation. If you look at the comments on TikTok or Instagram, the vibe is split right down the middle.
On one side, you have people who think the backlash is ridiculous. They argue that Gavin is just a guy with a tan, and saying "genetics" is a literal fact of biology. In the context of his show, his character is the outdoorsy, athletic type. It makes sense for him to be tan.
But the other side of the argument is more about the "vibe" and the history of beauty standards.
- Exclusionary Language: Critics argue that using "genetics" as a selling point for beauty (even a tan) reinforces the idea that some people are born "better" or more "golden" than others.
- The Script Logic: Some users pointed out that the ad doesn't even make sense. Does he have the tan because of his genes, or because the drink makes the "sun find him"?
- Eurocentric Ideals: Because the ad focuses on a specific look being "ideal" for summer, it touched a nerve regarding racial inclusivity and what we consider "the standard."
Is it Just Bad Timing?
Probably. If Dunkin had released this three months earlier, or three months later, nobody would have blinked. But because it landed right in the middle of a "genetics in advertising" culture war, it became a trend.
People started making deepfakes. They started parodying the "my jeans are blue" line from the Sydney Sweeney ad and mixing it with Gavin’s "golden summer" bit. It’s a classic case of a brand not reading the room—or perhaps reading the room too well and realizing that any engagement, even a "cancel" attempt, is good for sales.
The Business Side of the "Genetics" Trend
Marketers are in a weird spot right now. On one hand, you want to use the language your audience uses. "Genetics" is a buzzword on TikTok. People talk about "DNA" and "top-tier genes" all the time in a joking way.
But when a multi-billion dollar corporation like Dunkin' Donuts uses it, the "joke" loses its irony. It starts to feel like a corporate endorsement of those standards.
Experts like Lola Bakare have pointed out that brands need to be way more careful with biological language. It’s not just about a coffee drink anymore. It’s about the baggage that words like "genetics" carry, especially in a country with a messy history regarding that specific topic.
What This Means for You
So, what do we actually take away from the dunkin donuts genetics ad saga?
First, it’s a masterclass in how fragile brand reputation is in 2026. One word in a 30-second script can move the needle from "cool summer drink" to "social media villain" in about four hours.
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Second, it shows that "trend-jacking" (jumping on things like color analysis) has a shelf life. If you’re going to use a TikTok trend, you have to be ready for the TikTok-style scrutiny that comes with it.
Actionable Insights for the Future
If you’re watching this play out and wondering how to navigate the noise, here are a few things to keep in mind:
- Context is King: The ad wasn't necessarily "bad," but the timing was. Always look at what else is trending before launching a campaign with "hot button" words.
- Logic Matters: If your script says a tan is from genetics but then says it's from a lemonade, people are going to roast you for the bad writing before they even get to the political stuff.
- Diversify the Voice: This controversy mostly happened because the ad felt like it was speaking to a very narrow "golden" demographic. Broader representation usually acts as a natural shield against these types of "exclusionary" accusations.
At the end of the day, Gavin Casalegno is still famous, people are still drinking the Golden Hour Refresher, and Dunkin' is still a giant. But the "genetics" era of advertising might be coming to a very abrupt end. Brands are likely going to stick to talking about the flavor of the donuts rather than the DNA of the people eating them for a while.
Check your own social feeds—you'll see the "genetics" parody videos are still racking up millions of views. It's a reminder that once a brand message hits the wild, the public owns the narrative, not the marketing department.
Next Steps for Staying Informed:
- Review your brand's upcoming copy for "biological" keywords that might unintentionally trigger a negative reaction.
- Monitor social listening tools for the "genetics" keyword to see if the sentiment is shifting back toward neutral.
- Analyze the "color analysis" trend to see if it's still a viable marketing angle or if it has become too closely linked with this specific controversy.