They couldn't believe it

@heyarthurjay

60.4K followers · usually 9.8K views a post

Views

1.3M

Likes

16.6K

Comments

69

Shares

224

SoundTikTok sound · im good

Promoted product

Dunkin'

Sip into Dunkin' and enjoy America's favorite coffee and baked goods chain. View menu items, join Dunkin' Rewards, locate stores, and discover career opportunities.

26 videos21 creators

Why it worked

The video taps into relatable "contrarian" behavior and a daily ritual, presented in a short, engaging format. The humor of doing something specifically because a parent dislikes it, combined with the visual of chugging coffee, likely resonated with viewers.

Summary

The creator documents their 234th day of chugging coffee from Dunkin' every morning, as a way to spite their mom who dislikes it. The video shows the interaction at the Dunkin' counter and the creator drinking the coffee.

Structure

1Showing the empty coffee cup
2Stating the daily coffee ritual and reason
3Interacting with Dunkin' staff
4

Original caption

234 #fyp #handsome #coldbrewchug #nyc #xyzbca

More from @heyarthurjay

Product placement

Dunkin': ACTS - it is a coffee shop where the creator buys coffee and donuts. Removing it would change the location and context of the video. Dunkin' logo: APPEARS - a logo is visible on boxes and signage. Removing it would not change what happens in the video.