Nestlé’s Coffee mate doubles down on taste and texture with brand name refresh

Nestlé’s creamer brand name Coffee mate’s revitalized product packaging, broadened cold foam offerings and pop culture-driven project show the brand name’s growing concentrate on assisting customers produce tailored drinks, whether through familiar tastes, limited-edition cooperations or layered mixes of creamers and cold foams.

The product packaging refresh and brand-new marketing project are created to make taste discovery simpler both on shop racks as customers progressively customize their coffee and other drinks through textures and tastes, according to the business.

The brand name presented its “Pour It On” project which includes a streamlined product packaging redesign and a lively jingle that reimagines pop vocalist Britney Spears’ “Gim me More” tune to an amusing, coffee-forward “Gim me Pour” anthem planned to commemorate personalization and self-expression.

” We see the 2 imaginative techniques as complementary methods to attain the very same goal: making taste simple to discover and more enjoyable to pick,” stated Sarah Bell-Klauser, Nestlé’s vice president of brand name marketing for the coffee and drink department.

The revitalized product packaging includes the brand name’s signature heart logo design in addition to taste hints positioned front and center covers throughout the creamer and cold foam portfolio. Bell-Klauser stated the redesign intends to assist consumers quickly recognize the selection on physical and digital racks.

Lifestyle Cold foam and creamer as a vibrant sensory duo

The redesign comes as creamers progressively play a bigger function in customers’ drink choices. While creamers typically acted as an enhance to coffee, Bell-Klauser stated they act as “an important part of the cup (and not simply coffee cups!)” as customers check out tastes and textures to re-create café-style experiences in the house.

More youthful customers progressively see coffee and drinks as a type of self-expression, utilizing creamers throughout coffee, matcha, soda and mixed drinks to produce their own dishes and taste mixes, according to Bell-Klauser. The items likewise work as automobiles for cultural minutes through limited-edition launches, such as the brand name’s Harry Potter Butterbeer creamers.

While core tastes like French Vanilla and Hazelnut stay leading sellers, Bell-Klauser states the brand name is seeing customers balance familiarity with experimentation. At the exact same time, customers are significantly happy to branch off with seasonal tastes, limited-time offerings and layered taste or texture mixes. Bell-Klauser kept in mind that a current internal study discovered 76% of Gen Z customers and 70% of millennials have an interest in blending numerous creamers.

The business’s expedition in customization patterns extends beyond creamers to cold foam, a classification Coffee mate went into in January 2025. Bell-Klauser stated the item recorded 30% market share within 12 months of launch, strengthening the brand name’s growing portfolio of more than 30 tastes and formats to satisfy customer choices for layered tastes and textured drink experiences in the house.

“Cold foam is a natural extension of the method customers’ coffee practices are progressing,” she stated. “They’re consuming more coffee cold and trying to find café-inspired methods to tailor their daily cup.”

While cold foam is more recent to the brand name’s lineup, it is created to match creamers instead of change it.

“What’s specifically engaging about cold foam is that it broadens the function of taste instead of changing creamer,” Bell-Klauser discussed. Customers can “layer it over their preferred creamer to include another measurement of taste and texture, developing a more raised, customized experience in the house,” she included.

Lifestyle Advertising sweepstakes awards more than coffee

The project’s advertising sweepstakes likewise fixates customer option. Instead of granting a coffee-centric reward plan, the grand reward provides a year of groceries.

“The Pour It On project commemorates customers’ options instead of making choices for them,” Bell-Klauser stated. “A year of groceries uses a significant benefit that lets winners pick what matters most for their family, lining up with our concentrate on customization.”

The 10-week promo likewise consists of totally free everyday entries without a purchase requirement, in addition to vouchers offered both in-store and online. According to Bell-Klauser, the sweepstakes and a digital Flavor Finder tool are developed to motivate customers to check out Coffee mate’s portfolio and find brand-new favorites.