Dutch Bros
CampaignLong Live the Passenger PrincessDUTCH
There’s something wonderfully ridiculous about being a Passenger Princess. No driving, no directions, just sitting shotgun while someone else does the work. But behind the internet joke is a simple truth: everyone likes being treated like royalty now and then.
We saw an opportunity to make it official and pitched Dutch Bros an idea to celebrate the royalty riding shotgun. They bought it on the spot. For National Princess Day, that pitch became a nationwide promotion, complete with custom crown straw toppers, creator partnerships and a giveaway across more than 950 locations. All because we thought the person doing absolutely nothing deserved a little something.
Dutch Bros Coffee2024-11-18
👑Calling all passenger princesses👑 Snag a FREE crown straw topper…
bryleearmstrong_
So I'll see you at @dutchbroscoffee today after 3 pm? 👀 #dutchbrospartner #passengerprincess
Alyssa RayeLee2024-11-18
My essentials for the perfect passenger princess set up💖 Obviously the…
Hails2025-11-19
Can't get over how cute these Passenger Princess magnets are!✨Thank you Dutch…
Kylie Dionysius2025-11-20
We LOVE passenger princess day 🥰💖 #dutchbroscoffee #passengerprincess…
Maribel2025-11-20
Was really hoping for the princess one 😭😭 but still CUTE 💖😍 @Dutch Bros…
Nat Anderson2025-11-21
come w me to celebrate @Dutch Bros Coffee
sam2025-11-22
will forever be a passenger princess 👸💫
We gave them away for free. The internet decided they were worth $50. Crown straw toppers started showing up on eBay and Depop, turning our giveaway into one hell of a collector’s item. And if you’ve got $50,000 lying around, apparently there’s one for you, too.
About
Passenger Princess started with an idea we pitched to Dutch Bros and sold on the spot. With a total investment of just $100K, the campaign put more than 295,000 crown straw toppers into customers’ hands across 950+ locations, generated 530 million earned media impressions and inspired 1.7 million organic views through creator content. It also helped push Dutch Bros into one of its three biggest Google search spikes of 2024, all at a reported CPM of just $0.18. Not a bad return for celebrating the people who don’t even have to drive.
Credits
- Agency
- Amp
- Team
- Kat Tushim, Executive Creative Director
- Steve Salgado, VP Creative Director
- Shan Fletcher, Senior Copywriter
- Reid Flynn, Senior Copywriter
- Lisa Tristano Martin, Group Director, PR & Influencer
- Kendall Evans, Associate Director of Influencer Marketing
- Amanda Jacobs, Associate Director of PR
- Abigail Masluk, Influencer Manager
- Natalie Sitter, Director of Experiential Production
- Thalia Rivera Ortiz, Associate Director of Business Development
- Olivia Ortiz, Senior Manager of Social Media & External Communications, Dutch Bros
- Halie Rocco, Social Media Manager, Dutch Bros
- Alissan Speidel, Public Relations Lead, Dutch Bros
- Production
- Execution: In-house Social Media Team at Dutch Bros
- PR & Influencer: Amp
