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

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

This week, the newest campaign—titled “Coffee Mate, Mate”— 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. 

“There really is no denying the power of the Coffee Mate name,” said Joel Holtby, founder and co-CCO at Courage Inc. “For over 60 years, they’ve 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’ve worked so hard to achieve.”

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. 

“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. “So, we saw the idea as a success on multiple fronts: it’s fun, memorable, seriously quotable, and it effectively emphasises the comfort the name ‘Coffee Mate’ brings to everyone who enjoys it.” 

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