• by Karlene Lukovitz  @KLmarketdaily, April 1, 2010

A new national marketing campaign for Nestlé's Coffee-mate, themed "Add Your Flavor," is emphasizing that the product is available in "25 delicious flavors" that enable coffee lovers to create their own specialty beverages.

An accompanying message in some of the creative is the value/ affordability of using Coffee-mate ("a fraction of the cost of a coffeehouse drink").

Launched this week, the integrated campaign spans television, print, online, out-of-home and radio, and targets both the general market and Hispanic consumers. (It includes Spanish-language versions of TV, radio and out-of-home.)

Developed by McCann Erickson's Los Angeles office and Casanova-Pendrill's Costa Mesa, Calif. office, the creative appeals to consumers' individuality, positioning Coffee-mate as another way that they can add their own touches to their lives.

The TV spots, for instance, show people of various ages engaging in some of their favorite activities (dancing, painting, drumming and so forth) as the R&B song "Express Yourself" plays and messages such as "add your color," "add your style," "add your energy" and "add your groove" show on the screen -- culminating with a product shot and the voiceover message: "Coffee is like life -- it's better when you add your flavor."

The brand's recent prior campaign focused on enjoying life's small pleasures, including creating "perfect moments" with Coffee-mate. Its longtime tagline has been "Coffee's Perfect Mate."