Coffee Mate is lactose-free, otherwise it sits well outside the health and wellbeing movement. The Nestlé non-dairy creamer, that has been “Coffee’s Perfect Mate” for decades, is making a pitch instead as the coffee addition for the coffee-obsessed in a madcap campaign by Wieden + Kennedy New York, The Ultimate Coffee Maker. The campaign celebrates the many kinds of passionate coffee people including those whose love extends past the morning cup.
A campaign extension promotes the brand’s iced coffee. It dares fans to post a TikTok of themselves shouting, “Coffee Mate has new coffee mate iced coffee” in various public places for a chance to win US$2,500.
The Ultimate Coffee Maker’s hero commercial was shot on film and directed by Walid Labri from LoveSong. The campaign is running across TV, online video, social media and out-of-home. Adaptations of the campaign for the Hispanic market were developed by Casanova McCann with media planning and buying led by OpenMind.
