# Social Experiment Cafes International Delight Set Up the Simply Coffee Café to Capture Reactions By Laura McQuarrie | Published 2025-06-09 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/simply-coffee-caf References: [multivu](https://www.multivu.com/international-delight/9324451-en-international-delight-launches-new-campaign-we-hate-plain-coffee-too)  For some, drinking plain coffee is a point of pride, while for others, it’s not worth sipping unless it’s dressed up and indulgent—and [International Delight](https://www.trendhunter.com/trends/international-delight-love-is-blind) launched the [Simply Coffee Café](https://www.trendhunter.com/trends/simply-push) as an unbranded pop-up social experiment to capture real consumer reactions to free coffee served without any frills. With a hidden camera at the Simply Coffee Café, International Delight served up coffee without [fun creamers, foams and flavors](https://www.trendhunter.com/trends/new-cold-foams), proving how much its flavorful creamers and texture-rich cold foams are needed to dress up coffee and make it more interesting to sip. Backed by real consumer insights from the pop-up social experiment, International Delight is introducing its newest campaign, We Hate Plain Coffee, Too. This campaign takes a bold stance: "Without creamer, ‘coffee lovers’ don’t exist.” ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 74% | Activity: 82% | Freshness: 42% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Pop-up Social Experiments:** These temporary setups allow brands to test consumer preferences in real-time, offering direct insights into customer behavior. - **Interactive Consumer Feedback:** Engaging consumers through live responses creates a dynamic feedback loop that can refine marketing strategies based on actual reactions. - **Unbranded Marketing Campaigns:** Marketing without direct branding creates curiosity and authenticity, leading to genuine consumer engagement and feedback. ### Industries Being Reshaped - **Food and Beverage:** Companies in this sector can leverage consumer experiments to fine-tune their offerings and tailor the consumption experience to evolving tastes. - **Market Research:** The demand for deeper insights into consumer preferences is driving the growth of innovative and experience-based research methodologies. - **Advertising and Promotions:** Innovative, experience-driven campaigns that bypass traditional branding are reshaping how advertising agencies approach brand visibility and customer engagement. ## Related on Trend Hunter - [Dating Series Coffee Products](https://www.trendhunter.com/trends/international-delight-love-is-blind.md) - [At-Home Cold Foam Creamers](https://www.trendhunter.com/trends/cold-foam-creamers.md) - [Authenticity-Focused Coffee Campaigns](https://www.trendhunter.com/trends/for-the-love-of-real.md) - [Artisan-Inspired Coffee Station Products](https://www.trendhunter.com/trends/caf-delight.md) - [Indulgent At-Home Cafe Creamers](https://www.trendhunter.com/trends/starbucks-sweet-cream-enhancers.md) - [Iced Coffee Challenges](https://www.trendhunter.com/trends/iced-coffee-dare.md) - [Sitcom-Inspired Coffee Creamers](https://www.trendhunter.com/trends/international-delight-manhattan-hazelnut-mocha.md) - [Cafe-Style Foam Toppers](https://www.trendhunter.com/trends/dunkin-cold-foam-creamer.md) - [Layered Coffee Beverages](https://www.trendhunter.com/trends/layered-coffee-beverages.md)