Nestlé’s creamer brand Coffee mate’s refreshed packaging, expanded cold foam offerings and pop culture-driven campaign reflect the brand’s growing focus on helping consumers create customized beverages, whether through familiar flavors, limited-edition collaborations or layered combinations of creamers and cold foams.
The packaging refresh and new marketing campaign are designed to make flavor discovery easier both on store shelves as consumers increasingly personalize their coffee and other beverages through textures and flavors, according to the company.
The brand introduced its “Pour It On” campaign which features a simplified packaging redesign and a playful jingle that reimagines pop singer Britney Spears’ “Gimme More” song to a humorous, coffee-forward “Gimme Pour” anthem intended to celebrate customization and self-expression.
“We see the two creative approaches as complementary ways to achieve the same objective: making flavor easy to find and more fun to choose,” said Sarah Bell-Klauser, Nestlé’s vice president of brand marketing for the coffee and beverage division.
The refreshed packaging features the brand’s signature heart logo along with flavor cues placed front and center spans across the creamer and cold foam portfolio. Bell-Klauser said the redesign aims to help shoppers easily identify the assortment on physical and digital shelves.
Cold foam and creamer as a dynamic sensory duo
The redesign comes as creamers increasingly play a larger role in consumers’ beverage preferences. While creamers traditionally served as a complement to coffee, Bell-Klauser said they serve as “a critical component of the cup (and not just coffee cups!)” as consumers explore flavors and textures to re-create café-style experiences at home.
Younger consumers increasingly view coffee and beverages as a form of self-expression, using creamers across coffee, matcha, soda and cocktails to create their own recipes and flavor combinations, according to Bell-Klauser. The products also serve as vehicles for cultural moments through limited-edition launches, such as the brand’s Harry Potter Butterbeer creamers.
While core flavors like French Vanilla and Hazelnut remain top sellers, Bell-Klauser says the brand is seeing consumers balance familiarity with experimentation. At the same time, consumers are increasingly willing to branch out with seasonal flavors, limited-time offerings and layered flavor or texture combinations. Bell-Klauser noted that a recent internal survey found 76% of Gen Z consumers and 70% of millennials are interested in mixing multiple creamers.
The company’s exploration in personalization trends extends beyond creamers to cold foam, a category Coffee mate entered in January 2025. Bell-Klauser said the product captured 30% market share within 12 months of launch, reinforcing the brand’s growing portfolio of more than 30 flavors and formats to meet consumer preferences for layered flavors and textured beverage experiences at home.
“Cold foam is a natural extension of the way consumers’ coffee habits are evolving,” she said. “They’re drinking more coffee cold and looking for café-inspired ways to customize their everyday cup.”
While cold foam is newer to the brand’s lineup, it is designed to complement creamers rather than replace it.
“What’s especially compelling about cold foam is that it expands the role of flavor rather than replacing creamer,” Bell-Klauser explained. Consumers can “layer it over their favorite creamer to add another dimension of flavor and texture, creating a more elevated, personalized experience at home,” she added.
Promotional sweepstakes awards more than coffee
The campaign’s promotional sweepstakes similarly centers on consumer choice. Rather than awarding a coffee-centric prize package, the grand prize offers a year of groceries.
“The Pour It On campaign celebrates consumers’ choices rather than making decisions for them,” Bell-Klauser said. “A year of groceries offers a meaningful reward that lets winners choose what matters most for their household, aligning with our focus on personalization.”
The 10-week promotion also includes free daily entries without a purchase requirement, along with coupons available both in-store and online. According to Bell-Klauser, the sweepstakes and a digital Flavor Finder tool are designed to encourage consumers to explore Coffee mate’s portfolio and discover new favorites.
