• by Fern Siegel , Yesterday

International Delight new campaign — "We Hate Plain Coffee, Too" — isn't a guess. It's a finding from a social experiment.

The company set up an unbranded pop-up social experiment in Canada — the “Simply Coffee Café”  — earlier this year to capture real consumer reactions. Whatever they ordered, they got black coffee.

Customers were not amused, even calling it "gross."

The campaign, with creative by FCB Chicago, also features three 30-second spots, three 15-second spots, and three six-second spots live across digital video, social and retail media channels.

Mollie Partesotti, FCB Chief Strategy Officer, told Agency Daily: “The ‘We Hate Plain Coffee, Too’ campaign is all about channeling International Delight’s unapologetic, creamy, flavor-packed vibe and celebrating everyone who refuses to settle for boring plain coffee. This isn’t just a campaign — it’s a rallying cry for coffee lovers everywhere to flavor up and embrace a little daily joy."

According to the National Coffee Association, two-thirds (67%) of U.S. adults drink coffee every day, which is more than any other beverage, including water. Drive Research reported 79% of Gen Z coffee drinkers also choose creamed coffee over plain coffee.

International Delight offers five cold-foam nondairy creamers — sweet and creamy, caramel macchiato, French vanilla, hazelnut and salted caramel mocha — in addition to other products.

“Without creamer, coffee lovers don’t exist,” said Olivia Sanchez, senior vice president, creamers for Danone North America.