GETTING BACK TO WHY COFFEE-MATE WAS AN AMERICAN ORIGINAL.

Ah...Coffee-mate. That non-dairy dessert in a cup that's added to two out of every five cups of coffee in America. I took the reins in 2012 with the epic task of transforming an aging CPG brand into something relevant. Instead of fixating on steaming cups, we focused on storytelling.

SCOUT THE SCOUT

This campaign helped Girl Scout Flavored Coffee-mate become the most successful new flavor launch in their company history. We created a microsite which enabled parents to help their daughter’s “audition” for the role of our new spokesperson. Over 1,532 submissions were vetted until the winner was chosen from River Falls, Wisconsin.

Abby. The spunky little firecracker who was chosen as spokesperson. Afterwards her and her family moved to LA to start her acting career.

Case study video.

CAN’T WAITERS

Christmas shopping in July. Planning your haunted house in August. When it comes to the holiday season, some people prepare months and months in advance. We call them the “CAN'T WAITERS,” and for them, the holidays can’t get here soon enough. And neither can their favorite Coffee-mate seasonal flavors. This campaign honors these fanatics as they help to promote our products during the most important coffee season.