Tommy's #1 SHANIA TWAIN SuperSite Message Board

ShaniaBrandon · Member

Shania to collaborate/advertise with Coffee mate Cold Foam coffee creamer

Melissa · Senior Member

Is Shania Twain starting her own coffee brand? I'm confused.

ShaniaBrandon · Member

I'm sure she is just advertising for the brand for their cold foam it looks like. Most likely in a superbowl commercial since that is Feb 9th!

Tommy · Guru

ShaniaBrandon wrote:
I'm sure she is just advertising for the brand for their cold foam it looks like. Most likely in a superbowl commercial since that is Feb 9th!

I agree. Probably a Super Bowl commercial for Coffee mate's new Cold Foam creamer.

https://www.goodnes.com/coffeemate/products/cold-foam/

Tommy · Guru

Coffee mate @coffeemate

#gimmecoldfoam (featuring shania twain) official lyrics so you can sing along on 2/9 #coffeematecoldfoam

Lyrics - https://www.instagram.com/p/DFVd5Mwxbq6/

11:17 AM ET - 27 Jan 25

http://instagram.com/coffeemate

https://www.youtube.com/watch?v=ZB4SA3Ti58o

-------------------------------------

Shania Twain @shaniatwain

can’t stop singing #gimmecoldfoam 👅 drops 2/9 featuring me #coffeematecoldfoam #ad

Video - https://www.instagram.com/p/DFVkgcyt-Jk/

12:15 PM ET - 27 Jan 25

http://instagram.com/shaniatwain

https://www.youtube.com/watch?v=RTiUJ9TVrjU

Melissa · Senior Member

Is she releasing a single? Sounds kinda Catchy

Koko Twain · Senior Member

Too funny! Did Fred work at Nestlé? Perhaps he helped with this partnership... So Shania will benefit from some visibility (during the Superbowl!). She was probably supposed to shoot the video when she was in Los Angeles a few weeks ago.

The song is great, it's the new Giddy Up! Looks like a cross between Lizzo meets Shania.

Tommy · Guru

Melissa wrote:
Is she releasing a single? Sounds kinda Catchy

It's just a jingle for the Coffee Mate Cold Foam commercial Shania will be in.

Tommy · Guru

Koko Twain wrote:
Too funny! Did Fred work at Nestlé? Perhaps he helped with this partnership... So Shania will benefit from some visibility (during the Superbowl!). She was probably supposed to shoot the video when she was in Los Angeles a few weeks ago.
The song is great, it's the new Giddy Up! Looks like a cross between Lizzo meets Shania.

Yes, Fred worked at Nestle. I'm sure that's how Shania got this gig.

Tommy · Guru

Coffee Mate Super Bowl Ad Teaser Proves Shania Twain Is Still the One

The first-time Big Game advertiser asked Shania Twain to write an original song about the joys of using cold foam creamer

By Saleah Blancaflor | AdWeek | January 27, 2025

Coffee Mate is launching its first Super Bowl ad, and it’s tapped a musical icon that’s sure to impress you… much.

Today, the Nestlé-owned, non-dairy creamer brand announced that Shania Twain is the voice behind the brand’s “Foam Diva” commercial, which was produced by Wieden+Kennedy New York for Super Bowl 59.

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, “Gimme cold foam! Gimme cold foam! I’m a dancing tongue, and I like the taste of cold foam.”

Along with Twain’s 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 brand’s cold foam creamer, which results in a foam mustache on his face.

Meanwhile, the tagline, “A little foam a lot of fun,” and the date of the game, 2.9.25, are projected on the screen.

Coffee Mate unveiled the cold foam line—which is reportedly meant to serve as a competitor to Dunkin’ and Starbucks sweet cream foams and has 25% less sugar than other cold foam creamers—back in October, but it’s officially debuting in stores this month, with three products: Italian Sweet Crème 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 “the over-the-top energy of pop divas everywhere.”

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.

https://www.adweek.com/brand-marketing/coffee-mate-super-bowl-shania-twain/

https://www.youtube.com/watch?v=l_nxbNifPHY

Melissa · Senior Member

How much will Shania Twain get paid? Is this just for the Superbowl or will there be TV commercials?

Tommy · Guru

Melissa wrote:
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 brand’s “Foam Diva” 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 brand’s cold foam creamer, which results in a foam mustache on his face."

Tommy · Guru

Coffee mate @coffeemate

/download.spark?id=2664430&aBID=118191

yes the instant pop classic is here. #gimmecoldfoam featuring shania twain 👅 #coffeematecoldfoam

https://www.instagram.com/p/DFYBMEIRzT4/

11:03 AM ET - 28 Jan 25

http://instagram.com/coffeemate

Koko Twain · Senior Member

Tommy wrote:
Shania Twain @shaniatwain
can’t stop singing #gimmecoldfoam 👅 drops 2/9 featuring me #coffeematecoldfoam #ad
Video - https://www.instagram.com/p/DFVkgcyt-Jk/
12:15 PM ET - 27 Jan 25
http://instagram.com/shaniatwain
https://www.youtube.com/watch?v=RTiUJ9TVrjU

15.5 Million views on TikTok already!

Tommy · Guru

Coffee mate @coffeemate

tune in during the big game for a mouth-watering performance. starring our new Coffee mate Cold Foam #coffeematecoldfoam #gimmecoldfoam

Video clip - https://www.instagram.com/p/DFnd96Mxzyd/

11:04 AM ET - 3 Feb 25

http://instagram.com/coffeemate

Tommy · Guru

Shania Twain Gives New Voice to Coffee Mate’s Super Bowl Commercial

By Brian Steinberg | Variety | February 4, 2025

Nestle’s 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 creamer’s “Cold Foam” variety, which provides flavors such as Nestle Toll House Brown Butter Chocolate Chip Cookie, Italian Sweet Crème and French Vanilla.

“You have to have a good sense of humor when you do something like that,” says Twain during a recent interview with Variety, noting that she enjoyed singing the “boppy, poppy song” that marketing executives devised (among the lyrics: “Have you ever seen a tongue do this?”)

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 consumers’ 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 customer’s door.

Preparing for the spot meant taking on a “flirty” persona, says Twain, noting she viewed the “dancing tongue” as “liberated and agile,” and kept envisioning “the joy of tasking this cold foam, and I really got into it.”

With tens of Super Bowl ads reliant on celebrity appearances — Post Malone, Billy Crystal, Meg Ryan, Ben Affleck and Willem Dafoe are among those who will surface — Nestle is embracing a tactic that is more unique. Twain’s voice may power the commercial, but she won’t 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.

https://variety.com/2025/tv/news/shania-twain-coffee-mate-super-bowl-commercial-1236296296/

Tommy · Guru

Shania Twain Lends Her Voice to New Song for Coffee Mate Cold Foam Super Bowl Ad: ‘It’s Very Danceable and Fun’

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 “foam party” 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 ad’s uptempo pop song “Gimme Cold Foam,” which serves as a love letter to coffee, punctuated by the lines “Gimme cold foam! Gimme cold foam!/ I’m a dancing tongue, and I like the taste of cold foam.” 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.

“The song is just so catchy,” Twain tells Billboard of “Gimme Cold Foam.” “It is just very danceable and fun and it just sticks in your brain. It is one of those catchy songs, so I just think it’s a really great little bop.”

Twain laid down her vocals for the track in a hotel room in Mexico, as she was taking part in Brandi Carlile’s Girls Just Wanna Weekend. “It was so fun. I really get into character singing it, which made it a blast,” 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, funny–and I’m a dancing tongue, man!

What is your favorite coffee?

I’m 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 wasn’t expecting, but it wasn’t just your normal, “Okay, you’re on in five minutes.” 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?

I’m not really rooting one way or the other. I really hope it’s 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]’s association with the [Kansas City] Chiefs. And of course, I don’t 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 don’t think she’s ever done the national anthem. It would be the ultimate.

See the Coffee Mate Cold Foam Creamer ad below:

https://www.billboard.com/music/country/shania-twain-coffee-mate-cold-foam-super-bowl-ad-1235891762/

Melissa · Senior Member

Is that the entire Superbowl commercial? Figured it would have been kept for the Superbowl. Very short commercial

Tommy · Guru

Melissa wrote:
Is that the entire Superbowl commercial? Figured it would have been kept for the Superbowl. Very short commercial

Super Bowl commercials are usually 30 seconds and are posted online before the game.

Tommy · Guru

Shania Twain Stars as a Singing Tongue (Yes, Really) in New Super Bowl Ad, Featuring ‘Fun and Boppy’ Original Song (Exclusive)

The singer promotes Coffee-Mate's tasty — and lickable — cold foam creamers in a 2025 Super Bowl commercial

By Nicholas Rice | PEOPLE | February 4, 2025

Man, she feels like a tongue!

Shania Twain stars in a new commercial for Coffee-Mate, set to air during the 2025 Super Bowl, in which she plays a singing version of the oral organ to promote the brand's tasty — and lickable — cold foam creamers.

"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 — where the Kansas City Chiefs will face off against the Philadelphia Eagles at the Caesars Superdome in New Orleans.

https://people.com/2025-super-bowl-shania-twain-stars-as-singing-tongue-commercial-watch-exclusive-8784209

Tommy · Guru

Shania Twain’s Super Bowl Ad Made Her Want to Record New Music: ‘It Gave Me the Itch’ (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 Mate’s new Super Bowl ad for Cold Foam Creamer, which features Twain singing the brand’s “Gimme Cold Foam” jingle.

“It’s just a really great bop and it sticks in your head,” Twain exclusively told Us of the track. “It’s one of those crazy, definitely can’t-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. I’m like, ‘OK, right now in my mind, while I’m singing the song, I am a dancing tongue.’”

As for how the flirtatious, disembodied tongue plays into all of this, Twain explained it like this: “I think there’s a little bit of a naughty joy in adding a topping because it feels indulgent, it’s creamy and tasty and it’s the extra to your coffee that makes it special. It’s like giving yourself a treat, and so in that sense it’s that there’s something coy about it.”

Recording “Gimme Cold Foam” 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.)

“It was fun doing the Cold Foam ad because that’s the latest song I’ve recorded, and it gave me the itch,” she explained. “It’s like, ‘OK, yeah, I’m ready to get in there and start recording new music.’”

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, she’s planning to focus on her new music. She’s also heading out on the road this summer for a string of outdoor dates across the United States and her native Canada.

“And then I’m ending my live stage chapter for a little while, while I start my new chapter of making an album,” she told Us.

While Twain’s Super Bowl participation this year is limited to her ad, she’s 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 she’d perform “Gimme Cold Foam” if she’d gotten the job instead — and noted she’s “excited” to see what Lamar, 37, cooks up.

“I don’t 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,” she told Us. “It’s an epic effort and it’s gotta happen in a very, very, very short period of time. People are watching that but not realizing it’s going on, which I guess is part of the art of it. All of a sudden this performance is happening and it’s some megastar up there doing their favorite songs. It’s ‘now you see it, now you don’t’ — it’s quite magical.”

https://www.usmagazine.com/entertainment/news/shania-twains-super-bowl-ad-inspired-her-to-record-new-music/

Tommy · Guru

Let’s Go Tongues! Coffee mate® 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 mate® 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 you’ve seen before, the ad brings to life the full sensory experience of what happens when Coffee mate® Cold Foam Creamer first hits your tongue. Watch as with just one sip, the mouth is transformed into a main stage fit for a superstar… or in this case, a tongue. Featuring the voice of musical icon, Shania Twain, watch as this tongue turned ‘Foam Diva’ busts a move and dances like millions are watching. It might just rival the halftime show headliner!

“I’m thrilled to be a part of the first-ever Coffee mate Big Game ad, as the voice behind the ‘Foam Diva’ dancing tongue,” said Shania Twain. “The ‘Gimme Cold Foam’ 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 — it’s gotten me through plenty of late-night tour stops over the years — Coffee mate® Cold Foam Creamer is my favorite way to add a little party to my cup.”

Think of “Gimme Cold Foam” 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 won’t 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.

“Our iconic Coffee mate creamers have been the star of coffee cups for decades, and our Big Game ad is no different. Featuring our newest innovation, Coffee mate® Cold Foam Creamer, the un-foam-gettable spot plays into the fun little feeling you get after a sip of our cold foam. Starring an incredibly talented tongue with the iconic voice of Shania Twain, our ‘Foam Diva’ immerses fans in a world where music, dance, and fun flavors collide, delivering a halftime-worthy performance viewers won't be able to get out of their heads,” said Daniel Jhung, President of Nestlé USA’s Beverage Division. “Calling coffee fans everywhere, this is your official invite to turn every cup into an experience of flavor and fun with Coffee mate® Cold Foam Creamer.”

Coffee mate® Cold Foam Creamer is available in three delicious flavors: Nestle® Toll House® Brown Butter Chocolate Chip Cookie, Italian Sweet Crème 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.

https://www.nestleusa.com/media/pressreleases/coffee-mate-big-game-ad

Tommy · Guru

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 — a greatest hits show named after her seminal 1997 album, Come on Over — which she kicked off last May, fresh off a two-year world tour for her 2023 album Queen of Me. Although she’s excited to have a little downtime, saying goodbye is bittersweet.

“This residency has been quite nostalgic in a really beautiful way,” she tells Bustle over Zoom from her home in Las Vegas as she gears up for her final week of shows. “When you see a chapter coming to a close, I start feeling like ‘Whoa, it’s going too fast.’ It’s a nice feeling. It’s been so wonderful and so successful.”

Twain has plans to return to the studio, but in the meantime, she’s taking on a surprising new role. She voices a dancing tongue — no, really — in Coffee mate’s first Super Bowl commercial, singing the catchy jingle “Gimme Cold Foam,” which she aptly describes as a “proper boppy poppy song.”

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 “Man! I Feel Like a Woman!” and “Up!” In the time since, not a single country artist has graced the Super Bowl halftime show stage — but Twain would like to see that change.

Below, the singer discusses her dream Super Bowl performers, the songs she’ll 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 — the three generations of country-pop — 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 didn’t they think of that? OK, we must hurry up and do that while they’re still a couple. Or make sure they don’t 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 she’s 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 it’s not like any other show you’ve 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?

“You’re Still the One.” It’s gone through so many phases and meanings, so it never gets old. I first wrote it about myself and my ex-husband [producer Robert “Mutt” 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 song’s 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 people’s lives and stories; it’s 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 that’s when [I know] a song just is genuinely timeless.

Is there a song you’re 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, I’d just put another song in. Sometimes, I’ll do “Any Man of Mine” but not “Honey, I’m Home.” For some reason, I feel like they each need a turn.

“Man! I Feel Like a Woman!” is the only one that I feel I can’t not do. It’s like how you can’t have the Super Bowl without the National Anthem; you can’t have a concert without my anthem. It’s the people’s anthem.

What has been your favorite memory from this Vegas residency and tour?

Wearing the “Man! I Feel Like a Woman!” outfit from the video. I do that every night here in Vegas, and I will put it back [in storage] for safekeeping.

And I’d say I’m closing a chapter because I’m 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 don’t 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 I’ve got are a million ideas, and I need to wander around and explore until I land on where I’m going. I’m hoping it’s something unexpected but embraced by my fans. I want my fans to feel like “Oh my God, this is so Shania, but one that we never knew existed.”

This interview has been edited and condensed for clarity.

https://www.bustle.com/entertainment/shania-twain-coffee-mate-ad-super-bowl-interview

Tommy · Guru

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 Mate’s Super Bowl ad, a young man sits next to a friend and tops off his beverage with the brand’s 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, “Gimme cold foam! Gimme cold foam! I’m a dancing tongue, and I like the taste of cold foam.” 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 “You’re Still the One” and “Man! I Feel Like a Woman!” On the positive side, the brand’s jingle is a fairly catchy one and Ms. Twain still sounds great. I’ve 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 isn’t it. Do you remember how your mom used to tell you to “chew with your mouth closed?” It seems like Coffee Mate should’ve taken that advice when it comes to drinking creamer because we didn’t 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. I’m 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 Mate’s partnership with rapper-actor Vince Staples last fall). However, opting for something to gross out viewers doesn’t necessarily have to be the first choice, especially if it’s your first time in the biggest sporting event of the year.

Watch Coffee Mate’s Super Bowl 59 ad, “Foam Diva,” below.

https://www.adweek.com/convergent-tv/shania-twain-cant-save-coffee-mate-super-bowl/