Coffee-Mate targets coffee-obsessed consumers, including a yeti

The work from Wieden+Kennedy New York highlights products beyond just creamer

Published On
Jul 08, 2024
Yeti in studio

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Coffee-Mate is trying to better connect with coffee culture with a new campaign that spotlights the coffee-obsessed, including those who enjoy it beyond morning occasions.

“The Ultimate Coffee Lover” from Wieden+Kennedy New York highlights several kinds of coffee-obsessed consumers—the person who travels for the perfect cup, the guy who drinks iced coffee at the height of winter, people who see coffee as a “little treat” and even a Coffee-Mate-stealing yeti.


The ad was shot on film and directed by Walid Labri from LoveSong. “The Ultimate Coffee Lover”' will run across TV, online video, social media and out-of-home. Adaptations of the campaign for the Hispanic market were developed by Casanova McCann. Media planning and buying were led by OpenMind.

“As a brand that’s historically touted being ‘Coffee’s Perfect Mate,’ we’ve always been fans of making coffee even more enjoyable,” Leonardo Aizpuru, Nestlé’s VP of brand marketing for the beverage division and business unit for Coffee-Mate, said in a statement. “However, we recognize that the best parts of coffee wouldn’t exist without the people and communities who love it. With this new platform, we wanted to celebrate the consumers and culture that share our deep love for coffee.”

Coffee-Mate also asked fans for help sharing the news that the brand released its own iced coffee. The brand dared 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 $2,500.