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Nestlé's Coffee-Mate may call itself the world's biggest coffee lover, but a lot of people, including a Yeti, beg to differ.
In a new campaign made with agency Wieden+Kennedy New York, the creamer brand is celebrating the beloved drink by tapping into its consumers, coffee culture, and the conversations that go with it.
"As a brand that’s historically touted being 'Coffee’s Perfect Mate,' we’ve always been fans of making coffee even more enjoyable," explained Nestlé VP of Brand Marketing Leonardo Aizpuru.
He further explains that Coffee-Mate recognizes that the best parts of coffee would not exist without the people and communities. With the new platform, it wants to shine the spotlight on those who share its deep love for coffee.
The highlight of the new initiative is a 60-second spot directed by W+K and LoveSong's Walid Labri, who is known for his humorous approach to his films. Here, Coffee-Mate calls itself the world's biggest coffee lover, but people from around the world one-up the brand by declaring themselves as the ultimate coffee fan.
"Our new campaign showcases just how far coffee obsession spans, calling into question who is truly the biggest coffee lover," Aizpuru added.
"The Ultimate Coffee Lover" debuts in TV, OLV, social, and OOH.
@bryansbakery Something tells me Coffee Mate has new Coffee Mate iced coffee !!! @Coffee mate Record yourself yelling the news 'Coffee mate has new Coffee mate Iced Coffee" for a chance to win $2500. DO ITTTT. And be sure to include the hashtag #CoffeemateContest or else your submission won't be eligible. #CoffeematePaidMeToDoThis #CoffeemateContest ♬ original sound - Bryan Baker
As part of the marketing effort, Coffee-Mate has also launched a TikTok campaign daring customers to record themselves shouting "Coffee-Mate has new coffee mate iced coffee" in public areas to win $2,500.
Who's the Biggest Coffee Lover?
The short ad kicks off with the narrator stating that Coffee-Mate is the world's biggest coffee lover before a woman brewing coffee with the creamer interrupts him.
"Biggest coffee lover? Impossible," she says, as she stirs her cup. This begins a string of interruptions made by "real" coffee lovers from around the world.
One declares he flew to Thailand for a cup of coffee.
A group of girls say they need their coffee treat, even if it means they'll never afford a house. A reporter in the middle of a blizzard declares his love for iced coffee on television despite the freezing temperatures.
Meanwhile, a man stuck in a packed subway drinks his Coffee Mate Iced Coffee despite the discomfort. A woman rebutts the narrator by saying she's been in Coffee-Mate commercials since 1961. A vampire says he drinks coffee "first thing in the night."
"I literally created coffee," a cartoon God says. Tired of all the interruptions, the narrator tries to clear the air. However, a yeti barges into the narrator's recording studio just to grab bottles of the creamer.
"Okay, maybe we're the second biggest coffee lover," the narrator concludes as the ad ends.
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