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The Star of Coffee Mate鈥檚 Newest, Fun-Loving Campaign is Its Iconic Name

25/03/2024
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New work from agency of record, Courage, puts a playful spin on the creamer鈥檚 unbeatable brand recognition

What鈥檚 in a name? For rich and creamy dairy aisle staple Coffee Mate, a name means everything. That鈥檚 the underlying premise of the beloved creamer brand鈥檚 catchy debut work with recently appointed AOR Courage Inc. 

This week, the newest campaign鈥攖itled 鈥淐offee Mate, Mate鈥濃 went live with :15 TV spots that will run on TV, YouTube, and Meta. Directed by Terri Timely of Soft Citizen, the playful work captures the joy and familiarity of the trusted Coffee Mate name with the help of two Australian mates. 

鈥淭here really is no denying the power of the Coffee Mate name,鈥 said Joel Holtby, founder and co-CCO at Courage Inc. 鈥淔or over 60 years, they鈥檝e built something that is synonymous with satisfaction, reliability, and the ultimate morning routine. We wanted to play with how Coffee Mate communicates both its creamy, indulgent quality and that sweet brand recognition they鈥檝e worked so hard to achieve.鈥

This campaign marks a return to television for the first time in a year. During that time, the brand has seen the enhancer category become increasingly competitive, making the need for breakthrough, memorable advertising all the more important. 

鈥淔or us, keeping Coffee Mate relevant and top of mind for our customers, shoppers and consumers is our biggest priority,鈥 said Eryn Pasut, Nestl茅鈥檚 marketing director, beverages. 鈥淪o, we saw the idea as a success on multiple fronts: it鈥檚 fun, memorable, seriously quotable, and it effectively emphasises the comfort the name 鈥楥offee Mate鈥 brings to everyone who enjoys it.鈥 

The campaign will also see support with in-store elements, :6 digital cuts, and OOH (which will enter the market April 1). 

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