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Marketing Beat: Gronk and Big Papi Poolside, Singing About Coffee

David Ortiz and Rob Gronkowski singing about dunkin

Sorry for this.

Dunkin’ Donuts has introduced a new promotional campaign for its house iced coffee featuring music videos with performances from David Ortiz (a.k.a. “Big Papi”) from the Boston Red Sox and New England Patriots tight end Rob Gronkowski. The first video, “Sippin'” was just released, and it will be followed by three more original song videos through the summer months. (Of particular horror is the August 9 release of “Four Things We Love,” which appears to be a modern country-style song that will have Papi and Gronk side-by-side in cowboy hats next to hay bales on the tailgate of a pickup truck.)

Both star athletes are well-established hams, adored by Boston’s generally maniacal sports fans (unless Papi is slumping) and the regional connection between company, celebrity and consumer is strong here.

The music itself is perhaps exactly what you would expect: a trite mashup in the dumb summer fun pop genre. We dare you not to watch it:

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