Coffeemate, the classic 70s brand, is returning to national
television with a humourous commercial exposing the perils of video
The brand, which became known for its popular jingle ’coffee tastes
nicer with Coffeemate’ two decades ago, will launch the advertising
campaign, through Publicis, early next year.
The roll-out follows the success of a regional test and will be the
first time the whitener has appeared on national television since
The animated commercial brings the brand up to date with a humourous
tale of a love-lorn coffee mug which spends its evenings looking for the
Having enrolled with a video dating agency, the pink mug begins
fast-forwarding through a tape of highly unsuitable partners.
These include an ageing lothario, called Tim, and a Saddam Hussein
lookalike, called Chris.
Only the final partner looks suitable - a macho jar of Coffeemate,
filmed wandering round a seductive bedroom, complete with log fire.
The ad finishes by showing the mug and the jar snuggling up romantically
under the Eiffel Tower.
A voiceover declares: ’It’s hard to find the perfect mate, unless you’re
a cup of coffee.’
The commercial was written by Ira Joseph, art directed by Jackie Steers
and directed by Ken Lidster through Loose Moose.
Media planning and buying is by Universal McCann.
It will be screened nationally in the new year, following a successful
run in the Grampian, Tyne-Tees, Scottish and Yorkshire television
regions in October.
A Nestle spokesperson said: ’The date has yet to be set but this ad will
go national next year because the test went well.’
Coffeemate’s marketing manager, Tony Kypreos, said the relaunched
product and its new advertising was intended to revitalise the
’We are no longer talking about the whitening credentials of the product
or its convenience but the fact that its smooth taste makes it the
perfect mate for coffee,’ he said.