• by Danielle Oster , January 28, 2025

Nestlé-owned coffee creamer brand Coffee Mate has announced country pop veteran Shania Twain as the star of the brand’s first Super Bowl ad, promoting its Coffee Mate Cold Foam Creamer line launched earlier this month.

The reveal marks the official announcement of Twain in the role, following a teaser announcement from the brand on its Instagram page last week. That post was dedicated to “the queen of cold foam,” depicted a bottle of Coffee Mate Cold Foam Creamer decked out in cheetah print and cowboy hat, and asked fans if they had “any guesses who this country pop diva is?” Several commenters picked up on the hints and (correctly) speculated that Shania Twain was the “country pop diva” referenced.

After letting the cat out of the bag about Twain’s starring turn in the ad, the company shared a branded cold foam-themed jingle in a post with the message, “#gimmecoldfoam (featuring shania twain) official lyrics so you can sing along on 2/9 #coffeematecoldfoam.” That message would seem to indicate the tune will play something of a central role in the brand’s Big Game debut. Another post showed Twain performing the song, singing into a bottle of Coffee Mate Cold Foam Creamer, and was cross-posted by Twain on her own Instagram page. .

Coffee Mate also shared a new teaser video for the ad on its YouTube page, which did not feature an appearance from Twain. Instead, the teaser depicted a fan enjoying Coffee Mate Cold Foam Creamer while watching football, licking up the foamy residue left behind after taking a sip of coffee. The brand initially announced it would be making its Big Game debut with an ad focused on the cold foam product back in October, and worked with creative agency Wieden+Kennedy and media agency GroupM on the campaign.