Coffee mate is embracing the language of modern dating with the launch of Situation-Sip, a limited-edition mixed fruit-flavored creamer promoted through a tongue-in-cheek campaign starring reality TV personality Carl Radke.
Timed to summer’s “situationship” season, the campaign positions the new flavor as a commitment-free fling, complete with playful references to dating culture, social media and the uncertainty of modern relationships.
The campaign continues Coffee mate’s strategy of leaning into pop culture and social conversation to introduce limited-edition flavors. The seasonal creamer combines strawberry, citrus and mixed berry flavors and is designed to work in hot or iced coffee, as well as summer mocktails and dirty sodas.
Radke, best known for Bravo’s Summer House, leans into the concept by joking that he’s putting speculation about his love life to rest.
“There’s been so much speculation about my love life lately, and it’s time to set the record straight,” Radke said. “I’m officially in a relationship with Coffee mate Situation-Sip Mixed Fruit Flavored Creamer. It’s sweet, drama-free and brings ‘more life’ to everything from a morning coffee run to a sunset soft cocktail.” Watch below:
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“As the leader in flavor variety, we know fans shouldn’t have to commit to just one option, especially when new flavors keep coming,” said Sarah Bell-Klauser, Vice President of Brand Marketing for Nestlé’s Coffee & Beverage Division. “Situation-Sip captures the spirit of a summer fling and gives fans an excuse to flirt with a new flavor.”
To support the campaign, Coffee mate has turned its Instagram account into a digital “situationship.” Fans who message the brand can expect everything from flirtatious banter and thirst traps to love bombing and even a little ghosting.
Situation-Sip will be available free, while supplies last, through online drops at 2 p.m. ET on July 20 and July 27 on Coffee mate’s website.
CREDITS:
BRAND: Coffee-mate (Nestlé USA)
- Sarah Bell-Klauser, VP, Brand Marketing, Coffee & Beverage
- Nadia Chartopoulou, Senior Manager, Communications
- Kelcey Stone, Senior Associate, Communications
- Dan Schmuldt, Marketing Analyst, Communications
- Megan Ngu, Marketing Analyst, Communications
- Gabrielle Todd, Manager, Social Media & Influencer Marketing
- Ilana Apple, Senior Specialist, Social Media Marketing
- Madeline Ruberg, Brand Public Relations Manager
- James Sullivann, Specialist, Social Media Content Creation
AGENCY: Leo New York
- Joe Mongognia, Chief Creative Officer
- Ray Ali, SVP, Group Creative Director
- Ben Cascella, Associate Creative Director, Copywriter
- John Hagerty, Associate Creative Director, Art
- Tommy Legg, Junior Art Director
- Mason Thompson, Junior Art Director
- Maura Broadhead, Junior Copywriter
- Patrick White, Chief Strategy Officer
- Julianna Simon, EVP, Strategy Director
- Taylor Brodie, Strategy Director
- Darian Smith, Senior Strategist
- Nikki Maizel, President, Leo New York
- Denis Mahon, VP, Account Director
- Divya Joseph, Account Director
- Cynthia Sianturi, Account Supervisor
- Sofie Gavin-Melamed, Assistant Account Executive
- Michael Greaves, Senior Project Manager
- Chris Detoy, Head of Production
- Olivia Gutierrez, Associate Producer
- Stefan Puente, Associate Producer
PRODUCTION COMPANY: Night Shift
- Kyle Sauer, Director
PHOTOGRAPHY:
- Meredith Jenks, Photographer
TALENT AGENCY:
- Isabelle Eckel, AAD, Client Services
- Valentina Pérez Mata, Account Manager
