CLIENT
Nestl USA
Al Stefl, SVP - Communications
Rob Case, President - Beverage Division
Brigid Gilmore, Dir. of Mktg. - Coffee/Creamer/Tea
Allan Hauptfeld, Dir. of Market Research
Kim Peddle, Mktg. Manager
AGENCY
Simon Little, EVP - Dir. of Account Planning
Richard Mahan, EVP - Exec. Creative Director
Suzy Aivazain, Media Supervisor
Durk Barnhill, SVP - Group Managing Dir.
Desmond Burrows, VP - Copywriter
Seiji Kishi, VP - Art Dir.
SUMMARY
Coffee-mate is the leader in the non-dairy creamer category, but its share of mind advantage had narrowed versus competition and its "old-fashioned" powder heritage was limiting the brand's ability to stay relevant in a dynamic coffee environment. The challenge was to protect and expand Coffee-mate's leadership position -- bolster its profitable powder business and grow its more contemporary liquid franchise -- while rejuvenating the Coffee-mate brand image for long-term health. Our strategy was to elevate Coffee-mate beyond a mere coffee additive, positioning it as coffee's essential partner. With our "Perfect Mate" advertising campaign, Coffee-mate sales volume and $ share have shown remarkable growth, steadily outperforming the category, competitors and surpassing client sales goals. Further, the advertising has worked to improve Coffee-mate's image, now increasingly seen as "dynamic" and "essential to coffee".
