What happens when a country music icon lends her voice to a singing, foam-loving tongue? Prepare for a Super Bowl commercial that's as unforgettable as it is unexpected, a collaboration between Shania Twain and Nestl Coffee Mate, poised to dominate the advertising landscape.
The stage is set for the 2025 Super Bowl, and the buzz is already building. In a move that promises to shake up the traditional advertising playbook, Nestl Coffee Mate is betting big on the power of a celebrity voice and a decidedly unusual approach to promoting its new cold foam creamers. As Daniel Jhung, President of Nestl USA's Beverage Division, aptly put it, "With 1 in 5 coffee drinkers craving whipped topping on their beverages, and cold coffee on the rise, we couldnt think of a better way to introduce our most experimental product yet." This "most experimental product" is set to be launched with the help of a unique voice, creating an unforgettable memory of the event.
This commercial marks a significant moment for Nestl Coffee Mate, its inaugural foray into the Super Bowl arena. The strategy? Ditch the celebrity cameo and embrace the audacious. Shania Twain, the global superstar with a voice that resonates across generations, takes center stageor rather, center tonguein a commercial that promises to be both splashy and catchy. The creative team at Wieden+Kennedy New York, under the direction of Dan Streit, is behind this novel concept. The commercial's soundtrack, a tune designed to burrow into your brain, has been crafted with the specific goal of becoming an earworm. You wont be able to get this splashy, catchy and, of course, foamy song out of your head, the brand promises, setting a high bar for memorability.
Here's a look at the key information about the commercial:
| Commercial Title | Coffee Mate Super Bowl Ad |
| Starring | Shania Twain |
| Product | Coffee Mate Cold Foam Creamer |
| Agency | Wieden+Kennedy New York |
| Director | Dan Streit |
| Song Title | Gimme Cold Foam (Unspecified) |
| Air Date | During the 2025 Super Bowl (Sunday, February 9) |
| Theme | Unique, catchy and memorable |
The strategic move to use Twain's voice over a celebrity cameo has created quite a buzz in the industry. The decision sets Coffee Mate apart from other advertisers. Shaina Twain provides the voice of a multitalented mouth appendage, ensuring that the ad is as unique as it is memorable, setting the stage for a memorable advertisement.
The excitement is palpable, with marketers eager to showcase their creations during Super Bowl LIX. Danielle Oster's report from January 28, 2025, highlighted this eagerness. The demand can be explained with super bowls increased viewership in recent years, as several US media outlets including bloomberg and fox sports reported that super bowl ads have now hit $8m for 30 seconds, with advertisers having snapped up the entire airtime in november 2024.
The commercial itself is an extension of a trend: brands vying for attention not just with star power, but with genuinely creative concepts. In 2024, food and drink brands like Popeyes and Starry made Super Bowl commercial debuts, and now Coffee Mate is aiming to follow suit. The creamer, available nationwide in three flavors (Nestl Toll House Brown Butter Chocolate Chip Cookie, French Vanilla, and Italian Sweet Crme), is the star of the show, and the goal is to be remembered.
The initial reaction to the commercial has been, in a word, intense. Coffee Mate's Super Bowl cold foam tongue commercial, voiced by Shania Twain, is already making waves on social media, with many noting the unique nature of the advertisement. The creative decision to employ a singing tongue, rather than a more conventional approach, is a bold one, but its precisely the kind of risk that can make a Super Bowl commercial stand out. This year's super bowl commercials went for easy laughs and nostalgia, largely steering clear of controversy and leaving the surprises on the football field.
One can only imagine the creative brainstorm that led to this unusual approach. Instead of a familiar face promoting the product, Coffee Mate opts for something much more memorable: a singing tongue. Shania Twain, with her distinctive voice and undeniable charisma, is the perfect choice to bring this concept to life. The teaser that was released, along with Twain's announcement, offers a glimpse into the playful and attention-grabbing nature of the ad. The anticipation has been building with marketers hoping to make an impression during Super Bowl LIX on February 9.
The use of a celebrity's voice, rather than a face, is a strategic move, and the choice of Shania Twain is a masterstroke. The commercial is set to air during the 2025 Super Bowl, and the stakes are high. Super Bowl advertising has always been a high-stakes game. In 1968, when Super Bowl II aired, commercial time sold for $150,000 a minute, according to Time, the equivalent of $1.38 million today. By 1977, advertisements cost $250,000 a minute, rising to $8 million for 30 seconds in the present era.
The commercial's setting, the Super Bowl, adds another layer of significance. The Super Bowl is not just a football game; its a cultural event, a gathering of millions, and a prime opportunity for brands to reach a massive audience. The game provides an unmatched platform for launching a commercial and gaining maximum exposure. The anticipation for these commercials is high, with the Super Bowl commercials of 2025 being highly anticipated.
The brand's approach, focusing on originality and the inherent catchiness of the tune, is a smart one. The aim is not just to sell a product but to create an experience. The commercial, as many have observed, is "freaking everyone out", which indicates the desired buzz has been generated. The objective is simple: to create an ad that people will talk about, share, and remember long after the game is over. Nestle's Coffee Mate is betting on the fact that the commercial will be the highlight of the Super Bowl.
The advertising landscape of the Super Bowl is a fascinating microcosm of the industry. Brands compete not just for viewers' attention, but for the coveted status of "best commercial". The level of exposure and expectation among audiences has set a very high bar for those creating the commercials.
The strategy of Nestle Coffee Mate is in stark contrast to the traditional approach. The strategy aims to set itself apart from other advertisers. The brand is banking on the power of a catchy tune and Shania Twain's voice to cut through the noise. The decision to focus on a singing tongue is a risk, but its a calculated one. The goal is to create an ad that resonates with audiences on an emotional level, one that is not just seen, but also felt. The commercial is expected to be a memorable success.
