Coffee-Mate Gingerbread Joel

To launch Coffee-Mate Seasonal Flavors, we introduced the world to Joel Hubbard. The new employee at the Coffee-Mate offices. He's funny, handsome, and also a gingerbread man.


Introducing the world to Joel Hubbard:

The world met Joel through an engaging intro video, and press release from Nestlé.

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TV:

Kevin Flavor :15


Social Content - Live Tweeting and Fan Interaction

We engaged fans with Twitter Q&A's with our boy Joel.

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Keeping the story going

We kept fans of Coffee-Mate and Joel engaged through a series of fun and shaearble posts that were all housed on the Coffee-Mate tumblr. 

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 Made my own Peppermint Mocha filter… it even smells like Peppermint Mocha.

Made my own Peppermint Mocha filter… it even smells like Peppermint Mocha.

 My new bosses in the Coffee-mate Holiday Flavors Department asked me to put my whole life online. Well, I squirt my pants on one leg at a time like everyone else. #OOTD #GingerbreadJoel

My new bosses in the Coffee-mate Holiday Flavors Department asked me to put my whole life online. Well, I squirt my pants on one leg at a time like everyone else. #OOTD #GingerbreadJoel

 I may need therapy in the future but who cares - I’m lovin’ the taste of our new Gingerbread flavor! #GingerbreadJoel

I may need therapy in the future but who cares - I’m lovin’ the taste of our new Gingerbread flavor! #GingerbreadJoel

 Joel Hubbard, reporting for duty as the Holiday Flavors Expert! I promise I will not let America’s taste buds down. #GingerbreadJoel

Joel Hubbard, reporting for duty as the Holiday Flavors Expert! I promise I will not let America’s taste buds down. #GingerbreadJoel

 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

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

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

 Holiday Flavor presentations to the entire department are a snap… Responding to one text with a girl is a different story. #GingerbreadJoel #AutocorrectFail

Holiday Flavor presentations to the entire department are a snap… Responding to one text with a girl is a different story. #GingerbreadJoel #AutocorrectFail

 They can call us “basic!” But they’ll never take our PUMPKIN SPICE! #GingerbreadJoel

They can call us “basic!” But they’ll never take our PUMPKIN SPICE! #GingerbreadJoel

 Yup, this is my last post. As a parting gift, here’s some of my favorite comments of the year. Happy holidays! #GingerbreadJoel

Yup, this is my last post. As a parting gift, here’s some of my favorite comments of the year. Happy holidays! #GingerbreadJoel

 

GCD: Michael Nuzzo     AD: Kate de Longpre'/Hans Schenck     CW: Don Principe/Evan T. Atherton