In a steadfast commitment to the morning coffee routine, Coffee mate is offering fans $5K to skip the Thanksgiving 5K – all you have to do is pledge to choose coffee and comfort instead. To win the money, fans simply need to make a pledge online to skip this year’s turkey trot. The contest is open starting Monday, November 14 through Thursday, November 24.
"Here at Coffee mate, we know better than anyone that the morning coffee routine is not only personal, it’s sacred. Every Thanksgiving, the infamous 5K run poses a potential disruption to that ritual," said Leonardo Aizpuru, Nestlé Senior Director of Brand Marketing and Leader of the Creamer Business Unit. "As coffee’s perfect holiday mate, we’re encouraging people to slow down this year and savor Thanksgiving morning – a holiday where comfort is king. This pledge is a fun way to honor our fans’ individual coffee routines, whatever the perfect morning cup looks like to them."
Anti-Thanksgiving Run Promotions
Coffee mate Will Pay You $5k to Skip the 5k This Thanksgiving
Trend Themes
1. Anti-thanksgiving Promotions - Brands can capitalize on consumers' desire for a break from holiday tradition by offering innovative promotions that speak to their individual needs and preferences.
2. Coffee Ritual - Opportunities exist for brands to create products and campaigns that honor consumers' personal coffee routines, positioning themselves as the perfect mate for this daily ritual.
3. Re-imagining Traditions - Entrepreneurs can gain traction with consumers by offering creative alternatives to holiday traditions, catering to individuals seeking to break with convention and prioritize comfort over conformity.
Industry Implications
1. Food and Beverage - Coffee mate's promotional campaign illustrates how brands in the food and beverage industry can distinguish themselves by tapping into consumers' emotional connections to daily rituals and traditions.
2. Fitness - As consumers seek to balance their desire for indulgence with their commitment to health and wellness, there is an opportunity for fitness companies to offer more innovative and supportive offerings that accommodate individual preferences and needs.
3. Marketing and Advertising - This promotional campaign highlights the potential for marketing and advertising firms to help brands create messaging that resonates with consumers looking for alternative ways to celebrate key holidays and events.