Emma Bunton and Geri Halliwell-Horner are leaning into ’90s nostalgia for a new Dunkin’ campaign built around an unexpected addition to the Spice Girls lineup.
In the newly released fall promotion, comedian Rachel Dratch appears as Pumpkin Spice, a fictional sixth member of the famous pop group. The campaign presents her character as a long-lost bandmate with her own quirky history, including pumpkin-themed songs, unusual dance moves, and a decision to leave music behind for a new passion: lattes.
The playful concept ties directly into Dunkin’s seasonal pumpkin menu while giving fans a lighthearted return to the personalities and humor associated with the Spice Girls.
Bunton and Halliwell-Horner both take part in the mock-documentary-style setup, helping sell the idea that Pumpkin Spice was once part of the group’s story. Dratch brings a deliberately over-the-top energy to the role, turning the promotion into a mix of pop nostalgia, comedy, and seasonal branding.