Coffee-mate is a brand its customers love. So much, in fact, that the research we read when Coffee-mate was a client showed that consumers who are its brand advocates want to drink coffee because of Coffee-mate.
We were tasked with creating point of sale merchandising that Coffee-mate could offer to its convenience store partners. We used the iconic lid from the Coffee-mate containers found in convenience stores to tell customers that their favorite creamer was now available in that location. We knew, given the stats we had seen, the logo alone would drive more coffee purchases.
My art director partner and I developed the set. We wanted the point of sale pieces to be simple and eye-catching with playful copy. The coffee ring is a tie to coffee without blatantly showing a full cup.