Dunkin’, Hatch Merge Sleep Tech and Coffee Culture in New Wake-Up Collab

Wake up to coffee sounds, sunrise colors, and a brand collab you didn’t see coming.

Timed for National Coffee Day, Dunkin' and sleep tech brand Hatch have built a morning experience that blends daily ritual with sensory design.

Hatch+ subscribers can now use "Brew and Renew," an alarm that sounds like a Dunkin' coffee brew.

It features beans tumbling, steam hissing, and the pour of a fresh cup.

This soundscape goes along with "Dunkin' Dawn," a sunrise visual in Dunkin's signature pink and orange colors.

To complete the collaboration, Dunkin' Rewards members can get a free medium hot or iced coffee on September 29, with no purchase required.

Erin Merani, VP of Marketing at Hatch, captured the spirit of the collaboration by highlighting how both brands fit naturally into daily routines:

“Sleep and coffee are the bookends of a great day.

We’re thrilled to partner with Dunkin’ to bring a latte fun to people's mornings in a way only Hatch can deliver.

We’re all about helping people wake-up gently and joyfully and teaming up with Dunkin’ means mornings get a little more delicious.”

The brands launched the campaign on September 22.

Hatch’s Evolution into Adult Sleep Tech

Hatch started as a nursery tech brand in 2015.

By 2020, its sound machines were baby registry staples.

But the company wanted to reach adults, and it did.

After dropping "Baby" from its name and revamping its branding, Hatch saw success with Restore, its adult-facing sleep aid.

Restore now shows up in TikTok routines and celebrity nightstands, with fans like Lizzo and Jimmy Fallon sharing unsolicited praise.

Hatch CMO Eric Pallotta says the brand's adult user is a “poptimizer”: someone who knows pop culture and cares about wellness.

Hatch tripled its revenue from 2020 to 2024, hitting $140 million last year.

Restore 2, its premium half-circle alarm clock, anchors that growth.

This Dunkin’ partnership marks a continuation of Hatch’s move to embed itself in lifestyle routines that feel both personal and practical.

Marketing and Cultural Takeaways for Agencies:

For agencies looking to stay relevant in daily routines, this collaboration offers a few sharp lessons in timing, tone, and sensory appeal.

• Cross-category moments can feel natural when both brands live in the same part of the consumer’s day
• Tactile, sensory design increases memorability and emotional lift
• Voice and visual consistency help make even limited-time campaigns feel like part of a brand’s identity

This shows how well-matched partnerships can resonate quietly and effectively when they feel naturally placed.

Our Take: Can a Coffee Alarm Actually Build Brand Value?

Yes, especially when it feels personal and familiar.

This campaign works because both brands already have a role in the consumer’s morning routine.

Dunkin' is part of millions of people’s daily rituals.

Hatch wants to be just as habitual, and this partnership gives it a more memorable way in.

It mirrors how people actually live and adds a layer of joy to the process.

I've tried plenty of smart alarms that don’t last, but Hatch may have built one that does: warm, grounded, and sensory enough to stick.

Dunkin' didn’t overdo the branding, and Hatch didn’t complicate the user experience.

The result is a feature that feels both useful and genuine.

Similarly, Captain Morgan teamed up with KidSuper on a merch drop that mixed fashion with brand storytelling in a way that feels playful yet authentic.

Balance is everything in collabs. These teams help brands create partnerships where both sides feel authentic.