The 2026 MTV Video Music Awards is pulling out all the stops, with Taylor Swift, Madonna, and more artist appearances set to have social media buzzing.
However, it’s brands that may have the spiciest moments of all.
With this year’s Snoop Dogg-hosted VMAs shifting to later in the fall season, airing on Sunday, Sept. 27, Dunkin’ is giving its Pumpkin Spice offerings a showstopping showcase.
In a two-part sketch, the brand carries over its fall campaign messaging to the VMAs, including bringing comedian Rachel Dratch’s lost Spice Girl, Pumpkin Spice, to the show.
“What screams more fall than Pumpkin Spice? That was not even a territory we were talking to Dunkin’ about, and they brought their fall marketing campaign to us,” said Matt Newcomb, SVP of marketing activation for Paramount Media Labs.
