Nestlé has fun with Coffee Mate confusion

Who: Nestlé Canada’s Coffee Mate brand, with Courage for strategy and creative; Soft Citizen for production (directed by Terri Timely); and Thrive for media.

What: “Coffee Mate, mate,” a Canadian ad campaign that has some fun with two Australian mates who confuse Coffee Mate with coffee, mate.

When & Where: The campaign debuted with a 15-second spot for TV and six-second versions for online / social video, along with in-store and some OOH starting April 1.

Why: Nestle hasn’t run TV advertising for the brand in some time, meanwhile the coffee “enhancer” category—which was synonymous with Coffee Mate for 60+ years—has become increasingly more competitive. Courage was tasked with a finding a creative idea that would help the brand break through with consumers and remind them to pick up actual Coffee Mate when shopping.

“For us, keeping Coffee Mate relevant and top of mind for our customers, shoppers and consumers is our biggest priority,” said Eryn Pasut, Nestlé’s marketing director, beverages.

How: The campaign is built around the two friends (ie. mates) hanging out in a kitchen. “Want some coffee, mate?” says one, “Coffee would be great, thanks mate,” his friend responds.

But when the first friend asks, “How about some Coffee Mate?” comedic confusion ensues. Before it’s cleared up, the brand is mentioned 11 times in just 15 seconds, including the closing line: “Crikey that’s rich and creamy coffee, mate.”

There was no hesitation about shooting what may seem like an Australian ad for the Canadian market, said Dhaval Bhatt, founder and co-CCO at Courage, which was awarded the Coffee Mate assignment last year, along with a handful of other Nestle brands. “It’s one of those ideas where you smile instantly, everybody likes it because it’s so simple.” 

The cutdowns came from the actors—two Australians, although the spot was shot in Canada—riffing and having fun with the banter, said Bhatt. “A lot of it was just them going back and forth, which led to a whole bunch of sixes that'll be on social.”

And we quote: “We saw the idea as a success on multiple fronts: it’s fun, memorable, seriously quotable, and it effectively emphasizes the comfort the name ‘Coffee Mate’ brings to everyone who enjoys it.”—Eryn Pasut, Nestlé’s marketing director, beverages