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Coffeemate campaign sees summer through the eyes of key influencers

A line of 10 limited-edition bottle designs for Coffeemate coffee creamer uses illustrations inspired by key influencers that celebrate summertime activities.

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In the world of packaging, customization has become king, with brands using clever strategies to appeal to consumers’ individuality. In summer 2016, Coffeemate rolled out a limited-edition series of label designs exclusively for Target that tapped five key influencers to help bring to life their unique summer experiences on-pack.

To create the Coffeemate Celebrate Summer line, Nestlé enlisted Chase Design Group and brand activation agency Geometry Global. To begin, Chase brainstormed with the Nestlé team to develop themes that captured a range of fun summertime activities, such as urban exploration, music festivals, and farmer’s markets. As Paula Hansanugrum, Creative Director for Chase Design Group explains, five influencers were then chosen to be interviewed by Geometry based on their unique, authentic voices, which corresponded to the themes.

Influencers included outdoor photographer Becca Skinner, professional stand-up paddler and outdoor photographer Slater Trout, artist Matt Crump, women’s lifestyle blog Glitter Guide, and photographer Rose Clayton.

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