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...