Nestlé is to relaunch its Coffee Mate product with new packaging and a £1m marketing spend in an effort to make consumers reappraise the dairy substitute.
The marketing activity, which comprises six-sheet posters, press and trolley advertising, and in-store promotions, will be created by Nestlé roster agency Billington Cartmel. It uses the tagline: “Coffee Mate does it for coffee – so deliciously creamy-tasting it’s almost improper”. This is the first marketing activity on Coffee Mate since 1999.
Nestlé wants consumers to perceive Coffee Mate as a coffee enhancer rather than just a whitener. Products in the category suffer from being seen by consumers as a last resort when no fresh dairy products are available.
A Nestlé spokesman says: “The new packaging is in response to both retailer desire for Nestlé to develop the coffee whiteners category and Nestlé research, which proved that consumers wanted a more contemporary design for Coffee Mate.”
The company’s beverages division has recently appointed Corporate Edge to look at its entire range, including Coffee Mate, and develop ideas for new product innovations. The company’s current coffee products include Nescafé Original, Gold Blend, Cappuccino and Alta Rico.