The brand, which became known for its popular jingle "coffee tastes nicer with Coffee-mate" two decades ago, is relaunching with an above-the-line advertising campaign through Publicis, which was behind a 1998 campaign that explored the perils of video dating.
The campaign comprises press and radio ads and focuses on how Coffee-mate improves your coffee, telling consumers once they have tried it there may be other things they want to improve.
The new strapline is: "Coffee tastes better with Coffee-mate. Makes you wonder what else can be improved."
The Coffeemate campaign will be launched in women's magazines such as Bella, Best, Woman, Woman's Own, Take a Break and the News of the World magazine from mid March.
In one press ad a woman is shown placing a face cut-out from a magazine over her sleeping boyfriend's head to see if he can be improved. Another shows a girl sitting behind her partner with a pair of scissors in her hand debating whether or not to cut off his ponytail.
Radio ads will run from March 14 on 14 different stations and feature two executions; one of which has a women trying to improve her partner by booking him gym membership, a tanning session and giving him a plastic surgery pamphlet.
Jonathan Michelmore, category marketing manager at Nestle, said: "This campaign really gets behind the idea that Coffee-mate gives people a surprise they didn't expect.
"Most people just don't realise that Coffeemate helps make an even nicer cup of coffee and Publicis' use of humour cleverly gets across that message that once you try it, you won't want things the same again."
Media and buying was handled by MindShare. The copywriter is Andy O'Carroll, art director Nick Williamson and creative director Gavin Kellett.
Coffee-mate was launched in 1961 and entered the market as the first non-dairy powdered creamer.
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