The proposition behind the relaunch is 'Coffee-mate does it for coffee - so deliciously creamy tasting it's almost improper'. It will involve modern repackaging by Futurebrand and campaign activity by Billington Cartmel comprising six-sheet posters, trade magazines, promotional fixtures in store and trolley ads.
A Nestle spokeswoman said that as well as aiming to stimulate retrial of the brand, the relaunch is the first stage in a campaign to change consumer recognition of the category.
The company is working with retailers to develop point-of-sale facilities to encourage coffee drinkers to sample the whitener. Coffee-mate's last advertising was a TV campaign through Publicis at the end of 1999.
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