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Pumpkin Spice, the Secret Sixth Spice Girl

PR Campaign
Tuesday 8th September, 2026

Dunkin’ reunited Emma Bunton and Geri Halliwell-Horner in a mock documentary-style advert that introduced Rachel Dratch as Pumpkin Spice, the fictional sixth Spice Girl who left the band to focus on lattes. The playful reunion promotes Dunkin’s returning autumn menu by turning its signature seasonal flavour into an absurd pop-culture character.

Why it worked: It hijacked the “sixth Spice Girl” urban-legend trope to personify pumpkin spice, tying celebrity reunion nostalgia to a time-limited menu drop.

The lesson: Consider inventing a “lost member” or missing chapter of a famous universe to personify your offer and peg it to a seasonal moment.

Dunkin’
11 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
dunkindonuts.com Dunkin’® Reunites Baby Spice and Ginger Spice to Reveal Pumpkin Spice, the Long-Lost Sixth Member | Dunkin' Tuesday 8th September, 2026
people.com Zig-a-zig-ah! Rachel Dratch Joins Spice Girls as Long-Lost Bandmate Pumpkin Spice in New Dunkin’ Video (Exclusive) - Yahoo News Canada Tuesday 8th September, 2026
billboard.com Ginger & Baby Spice Reveal Secret Former Spice Girl Who ‘the Others Still Won’t Talk to’ in Ad for This Coffee Brand Tuesday 8th September, 2026
bostonglobe.com Rachel Dratch talks joining the Spice Girls for her first Dunkin’ ad - The Boston Globe Tuesday 8th September, 2026
qsrweb.com Dunkin’ reunites Spice Girls for new pumpkin spice launch | QSR Web Tuesday 8th September, 2026
today.com Rachel Dratch Unveiled as 6th Spice Girl in New Dunkin Ad Tuesday 8th September, 2026
usatoday.com Dunkin' giving away free pumpkin spice lattes today. How to get one Tuesday 8th September, 2026
democratandchronicle.com Dunkin' free pumpkin spice latte: How to get one Sept. 8, 2026 Tuesday 8th September, 2026
adweek.com Dunkin' Answers the Sixth Spice Girl Mystery With Pumpkin Spice Tuesday 8th September, 2026
delish.com Dunkin' Spice Girl Ad Introduces 'Pumpkin Spice & The Internet Is Obsessed: 'This Is ICONIC' Tuesday 8th September, 2026
marketingdirecto.com Dunkin' destapa el enigma de la sexta Spice Girl Wednesday 9th September, 2026
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