IF YOU HATE PLAIN COFFEE, YOU'RE NOT ALONE. INTERNATIONAL DELIGHT® LAUNCHES NEW CAMPAIGN THAT PROUDLY PROCLAIMS, "WE HATE PLAIN COFFEE, TOO"
The new campaign unites people together over their shared love of flavorful creamers and champions why the brand continues to create delicious, sought-after offerings across creamers, cold foams and iced coffees
LOUISVILLE, Colo., June 9, 2025 /PRNewswire/ -- International Delight knows there's a lot of love for the perfect cup of coffee. In fact, consumers are self-proclaimed coffee lovers. According to the National Coffee Association1, two-thirds (67%) of U.S. adults drink coffee every day, which is more than any other beverage, including water. As one of the leading coffee creamer brands on the forefront of unique, culture-driven collaborations, International Delight recently set out to test if people actually enjoy coffee like they claim. The brand set up an unbranded pop-up social experiment – the "Simply Coffee Café" – disguised as a coffee shop to capture real consumer reactions to offers of free coffee, with one catch: No Creamer. No Foam. No Flavor -- no matter what they order. What the brand uncovered was much to its delight.
Experience the full interactive Multichannel News Release here: https://www.multivu.com/international-delight/9324451-en-international-delight-launches-new-campaign-we-hate-plain-coffee-too
The experiment shines a light on what people truly love about their coffee: flavorful creamer – and the disappointment they experience when it's absent. Through the hidden camera experiment, International Delight heard it straight from coffee drinkers' mouths: they hate plain coffee. As a brand proudly offering flavorful creamers, iced coffees and cold foams that add delight to every cup, International Delight gets it, and proudly proclaims: "We Hate Plain Coffee, Too."
International Delight understands that habits of coffee and creamer fans are constantly changing, and as a brand who stays 'one cup ahead' with its flavors and experiences, it continues to innovate for the ever-evolving lifestyles of coffee drinkers. Equipped with real consumer insights from its pop-up social experiment, International Delight is introducing its newest campaign: "We Hate Plain Coffee, Too."
The campaign is based on the consumer truth that coffee lovers are actually creamer lovers, and creamer lovers choose International Delight because of its unique variety of flavors and experiences that make plain coffee, delicious coffee. In fact, in recent years there's been a rapid decline (56%) in the amount of people who prefer to drink their coffee black2. Notably, 79% of Gen Z coffee drinkers also choose creamed coffee over plain coffee3.
"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."
The new "We Hate Plain Coffee, Too" campaign features a suite of assets, including three hero :30 spots, three :15 spots, and three :06 spots that will air across digital video, OLV, social and retail media channels. The campaign was produced in partnership with the brand's creative agency of record, FCB Chicago.
Whether iced or hot, there's no need to drink plain coffee – International Delight has you covered with its portfolio of flavors. Visit International Delight's website or follow the brand on Instagram and TikTok to learn more
About International Delight
Since 1987, International Delight® has remained 'one cup ahead,' meeting the ever-evolving lifestyles of coffee drinkers and their growing desire for flavorful creamers. From introducing the first flavored, liquid, non-dairy creamer, to innovating new flavors and experiences like Cold Foam at home, International Delight knows that coffee lovers are actually creamer lovers, and creamer lovers choose International Delight because it makes plain coffee, delicious coffee. The brand has gone so far as to proudly declare "We Hate Plain Coffee, Too!"– a rallying cry for creamer lovers everywhere. International Delight is uniting Creamer Nation together with its portfolio of coffee creamers, cold foams and iced coffees, fit for personalizing everyone's cup.
Known for its iconic gold cap, International Delight is available nationwide at retailers, convenience stores, mass merchandisers and food service outlets. For more information, visit www.InternationalDelight.com and follow the brand on Instagram and TikTok.
About Danone North America
Danone North America is a purpose-driven company and an industry leader in the food and beverage category. As a Certified B Corporation®, Danone North America is committed to the creation of both economic and social value, while nurturing natural ecosystems through regenerative agriculture. Our strong portfolio of brands includes: Activia®, DanActive®, Danimals®, Dannon®, evian®, Follow Your Heart®, Happy Family® Organics, International Delight®, Light + Fit®, Oikos®, Silk®, So Delicious® Dairy Free, STōK® Cold Brew Coffee, Too Good & Co™, and YoCrunch®. With approximately 6,000 employees and 15 production locations across the U.S. and Canada, Danone North America's mission is to bring health through food to as many people as possible. For more information on Danone North America, visit danonenorthamerica.com.
Media Contact:
Allie Piscitelli
[email protected]
1 Spring 2024 National Coffee Trends Data Report
2 Drive Research, 2024
3Statista, Business Insider
SOURCE International Delight
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