#United States #Louisville #International Delight #Coffee Creamers #Plain Coffee

International Delight Launches "We Hate Plain Coffee, Too" Campaign

In a move that resonates with coffee enthusiasts everywhere, International Delight has unveiled its latest campaign, punctuated by the bold declaration, "We Hate Plain Coffee, Too." The campaign is not just a catchphrase—it's a reflection of a coffee culture that craves flavor and excitement rather than a bland cup of joe. This creative initiative highlights the brand's commitment to providing delightful coffee creamers that transform ordinary coffee into an extraordinary experience.

The State of Coffee Consumption in America

Recent studies from the National Coffee Association reveal that a staggering 67% of American adults drink coffee daily, surpassing all other beverages including water. Given such enthusiastic coffee consumption, it seems logical that consumers should be demanding more than just plain coffee. Understanding this need, International Delight has taken a unique approach to showcase popular sentiments about coffee consumption.

The Simply Coffee Café Experiment

As part of its campaign, International Delight launched a fascinating social experiment known as the "Simply Coffee Café." Disguised as an ordinary coffee shop, the café offered free coffee to customers—with one notable exception: there were no creamers, no flavoring, and no foam allowed. Through hidden cameras, the team documented real consumers’ reactions as they were confronted with plain coffee. The results were enlightening and, for some, disappointing.

Notably, participants expressed dissatisfaction with the unadulterated brew, echoing a universal sentiment—coffee lovers truly appreciate flavor. The experiment underlined the critical role of creamers in enhancing the coffee experience.

A Shift in Coffee Preferences

The findings of the campaign are timely as the trend towards lighter and more flavorful coffee continues to grow. Recent stats indicate a decline of 56% in consumers who prefer black coffee alone, with 79% of Gen Z coffee drinkers opting for creamers instead of plain coffee. This shift in preferences has laid the foundation for International Delight's campaign, which recognizes that at their core, coffee drinkers are often creamer lovers.

Connecting with Creamer Nation

Olivia Sanchez, Senior Vice President of Creamers for Danone North America, captured the essence of the campaign, stating, "Creamer lovers believe that plain coffee sucks, and we couldn't agree more." International Delight aims to unite this ‘Creamer Nation’ by revealing that its delectable lineup of flavors can elevate any cup of coffee. Choices like French Vanilla, Caramel Macchiato, or even nostalgic flavors from holiday treats—such as Hot Chocolate Marshmallow—are crafted to bring joy to coffee drinkers.

A Multimedia Approach

The "We Hate Plain Coffee, Too" campaign boasts a series of creatively produced advertisements, including three main 30-second spots, shorter 15-second clips, and bite-sized 6-second ads ready to air across various digital and social channels. Partnering with FCB Chicago as its creative agency, the campaign combines humor with relatable consumer truths, aiming to resonate across both social media and retail spaces.

Conclusion: A Call to Creamer Lovers

For those who refuse to settle for plain coffee, International Delight vows to fulfill every coffee lover's dream with its extensive variety of creamers and cold foam options. The campaign not only shares a laugh but fosters a sense of community among coffee enthusiasts. By visiting the International Delight website or following the brand on social media, fans can stay updated on the latest releases and flavors that bring character to every cup.

International Delight continues its legacy from 1987 of being 'one cup ahead,' constantly innovating to fit the evolving lifestyles of coffee drinkers and their unyielding desire for flavor. The commitment to creating delightful experiences through coffee creamers has never been more evident, as the campaign boldly declares, "We Hate Plain Coffee, Too!" Whether it's a hot brew or iced delight, International Delight promises that with their products, plain coffee is a thing of the past.