Coffee Mate: Plant-based rage

Coffee-Mate, a lactose-free coffee whitener, repositioned itself as a healthy plant-based alternative in Canada.

Campaign details

Brand: Coffee-mateBrand owner: NestléEntrant company: McCann Canada, TorontoMarket: CanadaSector: Milk & dairy drinksMedia channels: Events & experiential, Mobile & apps, Online video, Outdoor,out-of-home, Programmatic display, Search marketing, Social media Budget: 500k - 1 million

Executive summary

Despite having invested in building equity in its real dairy credentials in previous years, Coffee-Mate coffee whitener was able to effectively reposition the brand for the 2nd time in three years as a healthy planted-based alternative. By inviting health-oriented coffee drinkers to ditch their plant- based rage, Coffee-Mate's plant-based...

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