Nestlé Coffee-mate

The Brief: Generate interest in Coffee-mate’s holiday flavors, including new Gingerbread.

The Idea: We introduced the world to Gingerbread Joel, Coffee-mate’s new Holiday Flavors Expert, and shared his story across social, TV, and beyond.

The Results: The Joel campaign performed so well that Nestlé brought him back… and back… and back… for at least 8 holiday seasons as of this writing.

TV

OLV

A long-form video introduced Joel to the world. It ran organically on social channels and was also promoted with paid media.

Social

Over the months leading up to the holidays, we generated dozens of pieces of social content.

SOCIAL RESPONSE VIDEOS

Fans asked Joel lots of questions, and sometimes we answered with custom videos like this one.

Influencer Partnership

For reach and cultural relevance, we reconnected Joel with popular YouTuber iJustine. As it turns out, they used to date.