• by Danielle Oster , October 21, 2024

Coffee Mate has a big play planned for the upcoming release of its Coffee Mate Cold Foam line.

Next February, the brand will be introducing the product line to a national audience, with a national broadcast ad running during the Super Bowl, which marks the big game debut for the Nestlé coffee creamer brand launched in 1961.

“With one in five coffee drinkers craving whipped topping on their beverages, and cold coffee on the rise, we couldn’t think of a better way to introduce our most experimental product yet,” said Daniel Jhung, president of Nestlé USA’s beverage division, in a release.

The brand’s big game debut will follow the rollout of Coffee Mate Cold Foam in retail locations nationwide next January. Coffee Mate Cold Foam launches in three varieties leveraging the brand’s lineup of coffee creamer flavors: Italian Sweet Crème Flavored Cold Foam, Nestle Toll House Brown Butter Chocolate Chip Cookie Flavored Cold Foam, and French Vanilla Flavored Cold Foam.

Coffee Mate claims its new product features a “proprietary mess-free dispensing tip for light and fluffy foam every time,” while being made with “25% less sugar than the leading cold foam creamer,” and including 25% more servings per container than competing products.

The launch arrives as consumers are moving away from traditional hot coffee preparations in favor of cold coffee options. A 2023 Allegra World Coffee Report found that 24% of U.S. consumers surveyed reported consuming iced coffee on a daily basis -- a 7% increase from 2022. The trend is especially prevalent among younger consumers, with 37% of those under age 35 surveyed reporting daily consumption of iced coffee.

Coffee Mate is teaming up with creative agency Wieden+Kennedy and media agency GroupM on the Super Bowl campaign, though it’s not sharing any further details.

The announcement does follow the launch of the brand’s “For The Love Of Coffee” creative platform this summer, including the recently launched “Unbreak My Breakroom” campaign starring Vince Staples. So it seems likely the brand’s big game debut will fall in line with the “For The Love Of Coffee” platform.

During a July earnings call with investors discussing its Q2 earnings report, Nestlé CFO Anna Manz reported a “sales decline in coffee creamers” while also noting that the company “selectively dialed up promotional intensity in a number of categories, including our coffee creamers business.”