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Coffeemate, the classic 70s brand, is returning to national

television with a humourous commercial exposing the perils of video

dating.

The brand, which became known for its popular jingle ’coffee tastes

nicer with Coffeemate’ two decades ago, will launch the advertising

campaign, through Publicis, early next year.

The roll-out follows the success of a regional test and will be the

first time the whitener has appeared on national television since

1995.

The animated commercial brings the brand up to date with a humourous

tale of a love-lorn coffee mug which spends its evenings looking for the

perfect mate.

Having enrolled with a video dating agency, the pink mug begins

fast-forwarding through a tape of highly unsuitable partners.

These include an ageing lothario, called Tim, and a Saddam Hussein

lookalike, called Chris.

Only the final partner looks suitable - a macho jar of Coffeemate,

filmed wandering round a seductive bedroom, complete with log fire.

The ad finishes by showing the mug and the jar snuggling up romantically

under the Eiffel Tower.

A voiceover declares: ’It’s hard to find the perfect mate, unless you’re

a cup of coffee.’

The commercial was written by Ira Joseph, art directed by Jackie Steers

and directed by Ken Lidster through Loose Moose.

Media planning and buying is by Universal McCann.

It will be screened nationally in the new year, following a successful

run in the Grampian, Tyne-Tees, Scottish and Yorkshire television

regions in October.

A Nestle spokesperson said: ’The date has yet to be set but this ad will

go national next year because the test went well.’

Coffeemate’s marketing manager, Tony Kypreos, said the relaunched

product and its new advertising was intended to revitalise the

brand.

’We are no longer talking about the whitening credentials of the product

or its convenience but the fact that its smooth taste makes it the

perfect mate for coffee,’ he said.