To launch and promote Coffee-Mate's seasonal flavors we created Joel Hubbard; a gingerbread spokesperson who happens to work in Coffee-mates marketing department. We introduced Joel to the world via our TV spots and continued his story online by handing him the reigns of all of Coffee-mates social accounts allowing the brand to speak with a more personal voice.
Campaign went live October 2015 TV, YouTube, Facebook, Twitter, Tumblr, Pinterest and Instagram and lasted through the new year on.
MEET JOEL HUBBARD
SOCIAL CONTENT: JOEL RESPONDS TO FANS
SOCIAL CONTENT: extending Joel's story
Let’s see, mom’s Mexican, dad’s English/German, and I’m from an oven. When will they add “it’s complicated?” Hope I’m better at my new job developing holiday flavors than I am at filling out paperwork. #GingerbreadJoel
BEST JOB EVER/worst ID picture ever. I love what I do as a Holiday Flavors Expert at Coffee-mate, but it’s clear the camera doesn’t exactly love me. Hey, at least the security guys and I got a good laugh out of it. #GingerbreadJoel
It’s an honor to be standing alongside this year’s holiday flavors. I feel like we were made for each other. Mmmm, Pumpkin Spice, Peppermint Mocha, and new Gingerbread & Eggnog #SorryNotSorry #GingerbreadJoel #LoveMyJob
GCD: Michael Nuzzo AD: Kate de Longpre'/Hans Schenck CW: Don Principe/Evan T. Atherton