Coffee Mate and Wieden+Kennedy End Creative Collaboration
In a notable shakeup in the advertising world, Nestlé-owned Coffee Mate has officially parted ways with its creative agency, Wieden+Kennedy. The split comes in the aftermath of a controversial Super Bowl ad that sparked mixed reactions from consumers and critics alike.
The 2025 Super Bowl commercial, created to promote Coffee Mate’s cold foam creamer, featured an animated dancing tongue—a creative choice that quickly became a polarizing moment in the advertising industry. While some viewers found the ad entertaining and memorable, others questioned its taste and relevance to the brand’s image.
A Bold Creative Move That Divided Viewers
The ad aired during one of the most-watched television events of the year and was designed to elevate Coffee Mate’s presence in the competitive creamer market. However, the surreal execution and quirky tone of the ad led to a wave of online commentary, with opinions sharply divided. The animated tongue, meant to symbolize the joy of tasting the product, became a trending topic on social media—but not always for the right reasons.
“We aim to push boundaries and create memorable moments,” a Coffee Mate spokesperson said in a statement. “While the campaign generated significant buzz, we are always evaluating how our creative direction aligns with our brand goals.”
Wieden+Kennedy’s Track Record with Coffee Mate
Wieden+Kennedy, a globally recognized agency known for its cutting-edge campaigns, had been working with Coffee Mate for several years. The agency was instrumental in repositioning the brand to appeal to a younger, trend-conscious demographic. Their previous campaigns included light-hearted humor and colorful visuals that highlighted Coffee Mate’s wide range of flavors and formats.
Despite prior successes, the recent Super Bowl spot marked a turning point. According to sources familiar with the matter, internal discussions at Nestlé began shortly after the ad aired, prompting a reassessment of the brand’s creative partnerships. While no official criticism was publicly directed at Wieden+Kennedy, the decision to move in a new direction suggests a desire for a creative reset.
Search for a New Agency Underway
As Coffee Mate seeks to revamp its marketing strategy, the brand has initiated a search for a new agency partner. The review process is expected to involve both large holding companies and independent shops, signaling an open-minded approach to finding the right creative fit.
“We are grateful for the work Wieden+Kennedy has done and the creative energy they brought to our campaigns,” said the Coffee Mate representative. “As we look to the future, we are excited to explore new opportunities to connect with our consumers.”
The brand’s decision comes amid a broader trend in the industry, where companies are frequently reevaluating agency relationships to stay agile and relevant in a rapidly changing media landscape.
The Impact of Super Bowl Advertising
Super Bowl commercials are among the most coveted—and scrutinized—advertising spots in the industry. With millions of viewers watching, brands often use the opportunity to make bold statements. However, the high stakes also mean that missteps are amplified. For Coffee Mate, the gamble of creating a visually jarring and unconventional ad may not have paid off as intended.
Marketing analysts note that the Super Bowl ad’s backlash may not have been entirely negative. “Even controversial ads can drive brand awareness,” said one industry expert. “The key is whether that awareness translates into positive consumer sentiment and increased sales.”
What’s Next for Coffee Mate?
Looking ahead, Coffee Mate is expected to focus on campaigns that align more closely with consumer expectations while still seeking to differentiate the brand in a crowded category. As the search for a new creative agency unfolds, industry watchers will be paying close attention to how the brand recalibrates its messaging and tone.
Meanwhile, Wieden+Kennedy continues to work with a roster of high-profile clients and is likely to use the experience as a learning moment. The agency has a long history of bouncing back from creative challenges and remains a major player in the advertising world.
For Coffee Mate, the end of this partnership marks the beginning of a new chapter—one that will hopefully blend innovation with a clearer understanding of consumer preferences.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.