Twain confirmed the news across her social platforms, along with a full song that she wrote and performed, offering her own personal twist about the fun feelings people get when drinking a Coffee Mate Cold Foam Creamer.
Prepare for the lyrics, āGimme cold foam! Gimme cold foam! Iām a dancing tongue, and I like the taste of cold foam.ā
Along with Twainās announcement, Coffee Mate debuted the teaser for its Super Bowl ad. In the 10-second teaser, a young man is topping off his beverage with the brandās cold foam creamer, which results in a foam mustache on his face.
Meanwhile, the tagline, āA little foam a lot of fun,ā and the date of the game, 2.9.25, are projected on the screen.
Coffee Mate unveiled the cold foam lineāwhich is reportedly meant to serve as a competitor to Dunkinā and Starbucks sweet cream foams and has 25% less sugar than other cold foam creamersāback in October, but itās officially debuting in stores this month, with three products: Italian Sweet CrĆØme Flavored Cold Foam, Nestle Toll House Brown Butter Chocolate Chip Cookie Flavored Cold Foam, and French Vanilla Flavored Cold Foam.
According to Wieden+Kennedy New York, the ad is meant to celebrate āthe over-the-top energy of pop divas everywhere.ā
Coffee Mate will be joining other brands like Ritz, Bosch, and Instacart, who will be advertising at the Super Bowl for the first time this year.
How much will Shania Twain get paid? Is this just for the Superbowl or will there be TV commercials?
It's a commercial that will debut during the Super Bowl and then continue airing on TV. Word is there were a couple commercials made. One with Shania for social media networks. And then another with two guys that will air during the Super Bowl and on TV. A 10-second clip is posted in the AdWeek article above. Also take note the article says "Shania Twain is the voice behind the brandās āFoam Divaā commercial". AND "Coffee Mate debuted the teaser for its Super Bowl ad. In the 10-second teaser, a young man is topping off his beverage with the brandās cold foam creamer, which results in a foam mustache on his face."
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Shania Twain Gives New Voice to Coffee Mateās Super Bowl Commercial
By Brian Steinberg | Variety | February 4, 2025
Nestleās Coffee mate aims to lick Super Bowl advertising rivals not with a celebrity cameo but rather with a celebrity tongue.
Shaina Twain provides the voice of a multitalented mouth appendage that dances, sings, plays a variety of instruments and even does a mid-air flip in a 30-second spot for the non-dairy creamerās āCold Foamā variety, which provides flavors such as Nestle Toll House Brown Butter Chocolate Chip Cookie, Italian Sweet CrĆØme and French Vanilla.
āYou have to have a good sense of humor when you do something like that,ā says Twain during a recent interview with Variety, noting that she enjoyed singing the āboppy, poppy songā that marketing executives devised (among the lyrics: āHave you ever seen a tongue do this?ā)
Coffee mate will be among a multitude of food advertisers hoping to get just a taste of the disposable income of Super Bowl audiences on February 9, when Fox telecast the Big Game from New Orleans. Among those vying for consumersā appetites (and share of wallet) will be PepsiCo, Danone, Ferrara, Anheuser-Busch InBev and Kellanova. The ad roster also includes three ads from different delivery services that can bring food from restaurants and stores to a customerās door.
Preparing for the spot meant taking on a āflirtyā persona, says Twain, noting she viewed the ādancing tongueā as āliberated and agile,ā and kept envisioning āthe joy of tasking this cold foam, and I really got into it.ā
With tens of Super Bowl ads reliant on celebrity appearances ā Post Malone, Billy Crystal, Meg Ryan, Ben Affleck and Willem Dafoe are among those who will surface ā Nestle is embracing a tactic that is more unique. Twainās voice may power the commercial, but she wonāt be at the visible center of it. Instead, the company must hope that the sight of an anthropomorphic organ will give viewers a taste for flavored coffee.
Shania Twain Lends Her Voice to New Song for Coffee Mate Cold Foam Super Bowl Ad: āItās Very Danceable and Funā
Shania Twain tells Billboard about recording the song, and her hopes for the Super Bowl.
By Jessica Nicholson | Billboard | February 4, 2025
Fans tuning in to the Super Bowl this weekend will hear a familiar voice, as Shania Twain lends her voice to an all-out āfoam partyā in the new Coffee Mate Cold Foam Creamer ad, which will air during the Super Bowl on Feb. 9, when the Philadelphia Eagles face off against the Kansas City Chiefs at Caesars Superdome in New Orleans.
The five-time Grammy winner is the voice behind the adās uptempo pop song āGimme Cold Foam,ā which serves as a love letter to coffee, punctuated by the lines āGimme cold foam! Gimme cold foam!/ Iām a dancing tongue, and I like the taste of cold foam.ā The ad, in which Twain voices a tongue that not only sings and dances, but even does flips, was created by Wieden+Kennedy New York and directed by Dan Streit.
āThe song is just so catchy,ā Twain tells Billboard of āGimme Cold Foam.ā āIt is just very danceable and fun and it just sticks in your brain. It is one of those catchy songs, so I just think itās a really great little bop.ā
Twain laid down her vocals for the track in a hotel room in Mexico, as she was taking part in Brandi Carlileās Girls Just Wanna Weekend. āIt was so fun. I really get into character singing it, which made it a blast,ā Twain recalls of recording the song.
Billboard caught up with Twain to discuss her role in the upcoming Coffee Mate Cold Foam Creamer Super Bowl ad, her hopes for the Super Bowl, and who she would love to see sing the national anthem.
Had you seen the footage for the commercial by the time you recorded the song?
No, I heard the music before I saw the video, which I think was a good idea because I was just attracted to the catchiness of the song. It was this cool, boppy tune and then watching the video, I just laughed. It was cheerful, quirky, funnyāand Iām a dancing tongue, man!
What is your favorite coffee?
Iām one of these seasonal coffee people where in the cooler weather I want a hot coffee and in the summer I want a cold brew. And talking about this cold foam, for me, hot coffee, black with cold foam on top and then spoon up the rest. Coffee with the cold foam is more like an ice cream dessert.
You performed at the Super Bowl halftime show in 2003. What do you recall about the performance?
It was a very hectic environment, which I wasnāt expecting, but it wasnāt just your normal, āOkay, youāre on in five minutes.ā There was so much rehearsal and a lot of the rehearsal was just getting from the backstage to across the field to the stage and all the security involved and all of this convoy of equipment and everything. It was a huge production and that just built the hype up for me so much more. So it felt like a very epic moment.
Speaking of the Super Bowl, who are you rooting for this year?
Iām not really rooting one way or the other. I really hope itās a good, strong game, just so that makes it a very exciting game for everyone. I think this game has more anticipation than others because of Taylor [Swift]ās association with the [Kansas City] Chiefs. And of course, I donāt want my friend to go home disappointed. I want her to be happy and feel that joy.
Who would you love to see either sing the national anthem or do the halftime show at the Super Bowl?
I want to see Brandi Carlile. I donāt think sheās ever done the national anthem. It would be the ultimate.
"There's so much involved with the tongue that a lot of people don't even realize, so it just made technical sense in a way, on a nerdy level," Twain, 59, tells PEOPLE exclusively of her involvement in the game day ad.
"But also, I think it is just very fun." she adds. "The fun of the cold foam and the dancing tongue was great."
At the start of the commercial, a man can be seen adding cold foam creamer from Coffee-Mate to his beverage while sitting on a couch.
After taking a sip from the drink, the man wipes away a foamy slab of creamer from above his top lip with his tongue, which then sticks out from his mouth and exclaims, "Let's go tongues!"
"I'm a dancing tongue and I like the taste of cold foam," the tongue "sings" as it dances back and forth in the man's mouth.
At the end of the ad, the man's friend watches on as the body part continues to sing and dance, before both spray cold foam creamer into their mouths.
Coffee-Mate's 2025 Super Bowl spot is soundtracked by "Gimme Cold Foam," a new track Twain crafted for her collaboration with the brand.
"The song itself is so catchy and fun and boppy," the "Up!" musician tells PEOPLE of the infectious tune, which will be available to purchase and stream later this month.
"It was just like the ultimate pop bop, and it felt like something I wanted to get into just for the fun of it," she continues, adding: "I had to get the feeling, get my tongue around it, I guess you could say."
"Gimme Cold Foam" will be released on Feb. 9, the same day of Super Bowl LIX ā where the Kansas City Chiefs will face off against the Philadelphia Eagles at the Caesars Superdome in New Orleans.
Shania Twainās Super Bowl Ad Made Her Want to Record New Music: āIt Gave Me the Itchā (Exclusive)
By Eliza Thompson | Us Weekly | February 4, 2025
Shania Twain has done it all, but her latest project allowed her to add something very unexpected to her resume: voice of a dancing tongue.
The country superstar, 59, lent her unmistakable vocals to Coffee Mateās new Super Bowl ad for Cold Foam Creamer, which features Twain singing the brandās āGimme Cold Foamā jingle.
āItās just a really great bop and it sticks in your head,ā Twain exclusively told Us of the track. āItās one of those crazy, definitely canāt-get-it-outta-your-head type of songs, so I already knew that that was a winner. Putting the visual and the music together got me in a real character spirit. Iām like, āOK, right now in my mind, while Iām singing the song, I am a dancing tongue.āā
As for how the flirtatious, disembodied tongue plays into all of this, Twain explained it like this: āI think thereās a little bit of a naughty joy in adding a topping because it feels indulgent, itās creamy and tasty and itās the extra to your coffee that makes it special. Itās like giving yourself a treat, and so in that sense itās that thereās something coy about it.ā
Recording āGimme Cold Foamā actually marked the first time Twain had worked on new music in a while, and the experience inspired her to get back in the studio. (Her last album, Queen of Me, dropped in 2023.)
āIt was fun doing the Cold Foam ad because thatās the latest song Iāve recorded, and it gave me the itch,ā she explained. āItās like, āOK, yeah, Iām ready to get in there and start recording new music.āā
The Grammy winner has spent much of her time lately in Las Vegas for her Come on Over residency at Planet Hollywood Resort Resort & Casino, but when that wraps up later this month, sheās planning to focus on her new music. Sheās also heading out on the road this summer for a string of outdoor dates across the United States and her native Canada.
āAnd then Iām ending my live stage chapter for a little while, while I start my new chapter of making an album,ā she told Us.
While Twainās Super Bowl participation this year is limited to her ad, sheās no stranger to the big game, having headlined the halftime show in 2003 with No Doubt. Kendrick Lamar landed the gig this year, but Twain joked that sheād perform āGimme Cold Foamā if sheād gotten the job instead ā and noted sheās āexcitedā to see what Lamar, 37, cooks up.
āI donāt think [fans] realize the scale of what has to go on behind the scenes, getting the stage and the artist on the field, because that field has to be super protected,ā she told Us. āItās an epic effort and itās gotta happen in a very, very, very short period of time. People are watching that but not realizing itās going on, which I guess is part of the art of it. All of a sudden this performance is happening and itās some megastar up there doing their favorite songs. Itās ānow you see it, now you donātā ā itās quite magical.ā
Letās Go Tongues! Coffee mateĀ® Cold Foam Creamer Starts a Party in Your Mouth with First-Ever Big Game Ad
Press Release | Nestle USA | February 4, 2025
Arlington, Va. - A little foam = a whole lotta of fun! Coffee mateĀ® is throwing the biggest foam party of the year as it introduces its debut Big Game ad, delivering a musical flavor of energetic and over-the-top fun that will delight the eyes, ears and tastebuds of fans everywhere.
Unlike anything youāve seen before, the ad brings to life the full sensory experience of what happens when Coffee mateĀ® Cold Foam Creamer first hits your tongue. Watch as with just one sip, the mouth is transformed into a main stage fit for a superstarā¦ or in this case, a tongue. Featuring the voice of musical icon, Shania Twain, watch as this tongue turned āFoam Divaā busts a move and dances like millions are watching. It might just rival the halftime show headliner!
āIām thrilled to be a part of the first-ever Coffee mate Big Game ad, as the voice behind the āFoam Divaā dancing tongue,ā said Shania Twain. āThe āGimme Cold Foamā song is all about embracing your inner popstar and the energy that comes along with taking that first sip of something spectacular. As someone who is coffee-obsessed ā itās gotten me through plenty of late-night tour stops over the years ā Coffee mateĀ® Cold Foam Creamer is my favorite way to add a little party to my cup.ā
Think of āGimme Cold Foamā as a love song to coffee. After all, everything Coffee mate does is for the love of coffee. The catchy track serves as the heart of the ad and immediately dials up the fun to a 10. You wonāt be able to get this splashy, catchy and, of course, foamy song out of your head. Tune into the Big Game on Sunday, February 9 for your front row seat to the full ad, created by Wieden+Kennedy New York and directed by Dan Streit.
Coffee mateĀ® Cold Foam Creamer is available in three delicious flavors: NestleĀ® Toll HouseĀ® Brown Butter Chocolate Chip Cookie, Italian Sweet CrĆØme and French Vanilla at select retailers nationwide for an MSRP of $4.68-$5.49 (varies by retailer) for a 14 fl. oz. cannister. To learn more, follow @coffeemate on Instagram, Facebook, TikTok, and X.
Shania Twain On Her Super Bowl Ad, New Music, & Taylor Swift
The singer discusses her Coffee mate ad, 2003 halftime show, and a dream collab with Taylor Swift.
By Jake Viswanath | Bustle | February 4, 2025
Shania Twain is ready for a change. The country legend is about to wrap up her third Las Vegas residency ā a greatest hits show named after her seminal 1997 album, Come on Over ā which she kicked off last May, fresh off a two-year world tour for her 2023 album Queen of Me. Although sheās excited to have a little downtime, saying goodbye is bittersweet.
āThis residency has been quite nostalgic in a really beautiful way,ā she tells Bustle over Zoom from her home in Las Vegas as she gears up for her final week of shows. āWhen you see a chapter coming to a close, I start feeling like āWhoa, itās going too fast.ā Itās a nice feeling. Itās been so wonderful and so successful.ā
Twain has plans to return to the studio, but in the meantime, sheās taking on a surprising new role. She voices a dancing tongue ā no, really ā in Coffee mateās first Super Bowl commercial, singing the catchy jingle āGimme Cold Foam,ā which she aptly describes as a āproper boppy poppy song.ā
The Coffee mate ad will debut Feb. 9 during Super Bowl LIX, which gives Twain another reason to feel nostalgic. She headlined the 2003 halftime show alongside No Doubt, performing her hits āMan! I Feel Like a Woman!ā and āUp!ā In the time since, not a single country artist has graced the Super Bowl halftime show stage ā but Twain would like to see that change.
Below, the singer discusses her dream Super Bowl performers, the songs sheāll never get tired of performing, and what fans can expect from her new album.
In the spirit of your Super Bowl ad, what do you remember most about your halftime show performance in 2003?
I remember it being chaotic, rushed, and stressful. Getting everything on and off the field in time on live TV is a feat, so we practiced that a few times. I was more worried about everything getting in place in time for the first note than anything else. But it was very exciting. It was a genuinely bigger-than-life event.
Who would you like to see play the halftime show one day?
I want to see Dolly Parton do the entire Super Bowl by herself. No other artists. Just let Dolly Parton own it and give us a real out-of-this-world moment.
A moment between you, Dolly, Taylor Swift ā the three generations of country-pop ā would be the ultimate.
Maybe I shot myself in the foot when I said it should be only Dolly. I do agree. It should be me, Dolly, and Taylor.
Especially with Taylor already being at the game to support her boyfriend, Travis Kelce, just put her on stage.
Why didnāt they think of that? OK, we must hurry up and do that while theyāre still a couple. Or make sure they donāt break up.
If Taylor were to do the halftime show, what advice would you give her, based on your experience?
I think she realizes the scale of these venues by now because she does so many football stadiums, and sheās been to so many of these games. She has probably already gone through imagining the production it will take. I would say to go into it realizing itās not like any other show youāve ever done. No matter how much experience you have on a huge scale, this is unique.
What song will you never get sick of performing?
āYouāre Still the One.ā Itās gone through so many phases and meanings, so it never gets old. I first wrote it about myself and my ex-husband [producer Robert āMuttā Lange] and how we were an unlikely couple from opposite ends of the planet. Everybody was very skeptical that this [song] would even make sense to anyone. It was very different for the genre. But I sensed that it would work, and it was going to be magic.
How has that songās meaning changed over time?
After my divorce and singing it a million times, people started telling me what the song meant to them. It strikes a chord in many peopleās lives and stories; itās all about hanging in there in all circumstances and how even the most unexpected love can prevail. So it remains very true to its core for me as a songwriter, and thatās when [I know] a song just is genuinely timeless.
Is there a song youāre starting to get a little tired of performing?
It was always a huge goal for me to have enough hits that if I ever needed a break from a song, Iād just put another song in. Sometimes, Iāll do āAny Man of Mineā but not āHoney, Iām Home.ā For some reason, I feel like they each need a turn.
āMan! I Feel Like a Woman!ā is the only one that I feel I canāt not do. Itās like how you canāt have the Super Bowl without the National Anthem; you canāt have a concert without my anthem. Itās the peopleās anthem.
What has been your favorite memory from this Vegas residency and tour?
Wearing the āMan! I Feel Like a Woman!ā outfit from the video. I do that every night here in Vegas, and I will put it back [in storage] for safekeeping.
And Iād say Iām closing a chapter because Iām heading into a new chapter, which is making a new album.
Have you thought about what direction that album is going to take?
Maybe I should do a Taylor Swift sequel album? Just because we were on the Taylor thing. I donāt know, and that's the beauty of it. I am the kind of person that needs to close a chapter and refocus. Right now, all Iāve got are a million ideas, and I need to wander around and explore until I land on where Iām going. Iām hoping itās something unexpected but embraced by my fans. I want my fans to feel like āOh my God, this is so Shania, but one that we never knew existed.ā
This interview has been edited and condensed for clarity.
Super Bowl Instant Replay: Even Shania Twain Can't Save Coffee Mate's Tongue-Centric Ad
Shania Twain sings in the Big Game ad for the non-dairy creamer
By Saleah Blancaflor | AdWeek | February 9, 2025
THE AD: In Coffee Mateās Super Bowl ad, a young man sits next to a friend and tops off his beverage with the brandās cold foam creamer, which results in a foam mustache on his face. After licking the foam off his lip, the man appears to be transported into some sort of sensory concert experience complete with fireworks. His tongue then dances to the song by Twain, which features the lyrics, āGimme cold foam! Gimme cold foam! Iām a dancing tongue, and I like the taste of cold foam.ā His friend watches it all, and the two eat more creamer to experience it all over again.
MY HOT TAKE: When I first heard that Shania Twain was involved with the Coffee Mate ad, which was created by Wieden+Kennedy New York and directed by Dan Streit, I was excited. After all, I am a millennial who grew up on hits like āYouāre Still the Oneā and āMan! I Feel Like a Woman!ā On the positive side, the brandās jingle is a fairly catchy one and Ms. Twain still sounds great. Iāve always been a fan of original, catchy tunes in films or commercials, so that was a clever move.
But when it comes to the actual creative, unfortunately, I was not impressed much. Have no doubt: Shania Twain is still the one, but maybe being part of this ad isnāt it. Do you remember how your mom used to tell you to āchew with your mouth closed?ā It seems like Coffee Mate shouldāve taken that advice when it comes to drinking creamer because we didnāt need to see a tongue doing all that on national television.
If Coffee Mate wanted to go into the Super Bowl with the intent of going viral or getting attention, then maybe they succeeded in that regard. Iām all for absurdist humor, but it needs to actually be funny. I know the brand is capable of releasing some incredible campaigns. (Look no further than Coffee Mateās partnership with rapper-actor Vince Staples last fall). However, opting for something to gross out viewers doesnāt necessarily have to be the first choice, especially if itās your first time in the biggest sporting event of the year.
Watch Coffee Mateās Super Bowl 59 ad, āFoam Diva,ā below.