International Delight’s latest campaign highlights flavorful coffee preferences

International Delight is boldly exclaiming, “We Hate Plain Coffee, Too” with its latest campaign. 

The brand recently set out to test if people were actually enjoying the coffee they claimed to like with a pop-up social experiment it dubbed the “Simply Coffee Café.” 

Disguised as a coffee shop to capture real consumers’ reactions to free coffee with no creamer, foam or flavor, International Delight was able to see how people tend to prefer a flavorful creamer in their coffee. 

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"Creamer lovers believe that plain coffee sucks, and we couldn't agree more," said Olivia Sanchez, senior vice president of creamers for Danone North America. "Creamer fans, or as we know them, Creamer Nation, not only reach for International Delight to add delicious flavor to their cup of coffee, but they choose International Delight because we bring joy to every cup through our flavors like French Vanilla, Caramel Macchiato, or even Hot Chocolate Marshmallow from the nostalgic holiday classic 'Home Alone.' Without creamer, 'coffee lovers' don't exist."

From this experiment, the brand has decided to formally roll out its “We Hate Plain Coffee, Too” initiative, which focuses on how coffee lovers are actually creamer lovers who tend to opt for International Delight products, per the company. 

Created in partnership with FCB Chicago, the campaign includes various spots that will air across digital video, OLV and retail media channels.