Coffee Mate is giving its coffee creamer bottles a full pop-star moment.
The brand just launched "Pour It On," a campaign celebrating flavor discovery and the freedom to customize a cup of coffee however drinkers want.
Made with Leo New York and WPP Production, the effort centers on "Gimme Pour," a 90-second music video performed by animated, singing Coffee Mate bottles.
The song is a remix of "Gimme More," the chart-topping single sung by Britney Spears in 2007.
Coffee Mate has one of the widest ranges of creamer flavors and formats on shelves.
And it's using "Gimme Pour" to put this variety on display in a way that's hard to scroll past.
The digital music video shows its bottles take over a household, with every pour tempting a different set of taste buds.
"Our creamers don't just sit quietly on the shelf — they invite, they excite, and now they sing," Sarah Bell-Klauser, Nestlé VP of brand marketing for the Coffee & Beverage Division, said in a statement.
She added that the brand's more than 30 flavors and formats give people endless ways to express their own taste.
Overall, the efforts push Coffee Mate's brand identity as a source of everyday creativity.
Ray Ali, Leo's SVP group creative director, pointed to the song choice as the whole idea:
"[W]hat better way to kick that off than by adding our own flavor to a classic pop anthem? We hope it leaves fans humming to themselves, 'Gimme, gimme pour!'"
"Gimme More" peaked at No. 3 on the Billboard Hot 100 in 2007, so the people who had it on repeat then are buying the household coffee now.
Nostalgia marketing gets Coffee Mate to millennials who remember the original, plus the Gen Z listeners hearing 2000s pop as something new.
A Pop Anthem for Every Pour
The 90-second hero spot starts with a man pouring coffee into his mug when suddenly, his Coffee Mate creamer starts calling for his attention.
"I see you, and I just want to flavor you each time you open up the fridge door," Coffee Mate tells the man.
As soon as he grabs the container, the man starts to dance uncontrollably while it sings to him.
Other coffee enjoyers bust moves at the touch of their Coffee Mate, pouring the creamer into their own cups.
The spot then opens up into a colorful music video full of dance, with the flavor lineup staying front and center throughout.
The creative runs across linear and advanced TV, out-of-home placements, and YouTube.
Social-first content made for Meta, TikTok, and Pinterest invites duets, remixes, and other fan-made spins on "Gimme Pour."
The campaign also enlists influencers Cost N Mayor and Josua Williford, both known for expressing themselves through song and dance.
They show off the flavor lineup in their own style.
The music video, the influencer marketing, and the four-platform media buy give "Gimme More" a hook that people can repeat without the bottle in frame.
Coffee Mate has run this play before.
Its first Super Bowl ad in February 2025 put Shania Twain's voice behind a song called "Gimme Cold Foam" and a dancing animated tongue.
Two songs in two years is the start of a sonic branding asset, which is rare for a creamer.
Coffee Mate is teaching people that a bottle sings a catchy song when you pick it up, and this association holds even in a silent aisle.
Coffee Mate's Musical Pour
Coffee creamer sells on habit, and habit is hard to advertise.
Music and personality give Coffee Mate something to say about a product that people buy without thinking.
Several lessons stand out from this campaign:
- Flavor variety can become a creative hook: Setting the brand's 30-plus flavors to an original pop song makes trying something new feel playful.
- Recruit influencers who already embody the campaign idea: Cost N Mayor and Josua Williford built their followings on song and dance, making their involvement in Pour It On feel like a part of their usual content.
- Design content for remixing: The social-first creative on TikTok, Meta, and Pinterest invites fans to duet and remix the track themselves.
Nestlé closed 2025 with CHF 89.49 billion in sales, roughly $111 billion, down 2% on a reported basis.
In February, the company named coffee one of four businesses it will concentrate on, alongside petcare, nutrition, and food and snacks.
Creamer sits inside this coffee priority, which buys Coffee Mate the budget for a pop anthem and a four-platform media buy.
Our Take: Does Every Coffee Ad Need to Sing?
Grocery aisle ads spend a lot of energy promising "farm-fresh" or "just three ingredients," and most of it blurs together on the shelf.
Coffee Mate skipped that script and put its bottles on stage instead.
There's a certain charm in a brand admitting its whole job is to make a boring morning taste a little more fun.
We think about the moment a coffee creamer becomes a backup singer, because it means the brand trusts its audience to laugh along.
If "Pour It On" gets people singing "gimme, gimme pour" without irony, Coffee Mate will have turned a five-second pour into a season-long earworm.
Brands pursuing ambitious creative need partners who are all in on their ideas. Take a look at these top creative agencies in our directory.
