Dunkin’ is under fire after its new ad featuring Gavin Casalegno sparked outrage for referencing “genetics” just days after a similar controversy involving Sydney Sweeney’s American Eagle campaign. The backlash highlights growing consumer sensitivity to marketing language tied to race and beauty standards.
Dunkin’s Golden Hour Refresher Ad and the Genetics Controversy
The ad, released on July 29, stars Gavin Casalegno from The Summer I Turned Pretty. He lounges by a pool, sipping Dunkin’s new Golden Hour Refresher, and says:
“This tan? Genetics. I just got my color analysis back. Guess what? Golden summer, literally.”
The mention of “genetics” drew immediate criticism, with many linking it to Sydney Sweeney’s American Eagle ad, where she joked about her “great jeans” (genes). Critics argue both campaigns promote Eurocentric beauty ideals by highlighting traits like blonde hair, blue eyes, and tanned skin.
“Why are ads so obsessed with genetics all of a sudden?” asked one TikTok user.
“What in the Sydney Sweeney did I just watch?” wrote another.
Connection to Sydney Sweeney’s American Eagle Campaign
The backlash intensified because of its timing. Just days earlier, American Eagle faced accusations of promoting eugenics in its Sydney Sweeney campaign. In one video, she says:
“Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color.”
Critics called the messaging a “racist dogwhistle”, especially given Sweeney’s blonde hair and blue eyes—traits historically tied to white superiority ideologies. Dunkin’s ad, while less direct, was seen as echoing similar themes.
Social Media Reactions and Boycott Calls
Many consumers expressed discomfort, with some vowing to avoid Dunkin’:
“K so skipping my Dunkin for today.”
“i’ll go to starbucks today ig.”
“So no American Eagle or Dunkin’ got it.”
Others criticized the ad’s creative direction:
“What does genetics have to do with a refresher… at least the jeans made SENSE.”
“Feels like a bootleg Sydney Sweeney ad.”
Dunkin’ and Gavin Casalegno’s Response
Neither Dunkin’ nor Gavin Casalegno has publicly addressed the backlash. This isn’t Casalegno’s first partnership with Dunkin’—he previously appeared in their $6 Meal Deal campaign alongside stars like James Marsden.
Broader Cultural Conversation
The controversy reflects a larger debate about race, representation, and marketing. Brands are increasingly scrutinized for language that reinforces narrow beauty standards.
“It’s really wild to see them advertise their products like this, especially in a country where they are literally rounding up people into detention centres,” wrote a Reddit user.
What’s Next for Dunkin’?
While the ad remains online, the backlash may push brands to rethink how they approach identity and appearance in campaigns. For now, Dunkin’s Golden Hour Refresher is still available, but the conversation around it has shifted from a summer drink to a cultural flashpoint.
Also read: American Eagle Faces Backlash Over Sydney Sweeney’s “Great Jeans” Ad Accused of Promoting Eugenics
Credits: Sources include TODAY.com, Tribune.com.pk, Yahoo News, and The Mirror.
