Dunkin’ announced that it is taking over National Coffee Day on September 29 and renaming it National Dunkin’ Day. That’s right, the brand is seizing an opportunity to control how people refer to a national celebratory occasion.

According to the company’s press release, “Coffee lovers will be able to celebrate National Dunkin’ Day in the best way possible: with a free medium hot or iced coffee (with any purchase) at Dunkin’ restaurants nationwide on Tuesday, September 29.”

Whether you love or hate coffee and days devoted to it (see disclaimer), the demanding nature of this promotion is undeniably bold and full-bodied (we couldn’t help it).

Disclaimer: Not to be confused with International Coffee Day on October 1.