The "perfect mate" campaign celebrates "ideal matches" by building an analogy between how someone (or something else) can bring the best out in you. The media team developed the idea to elevate the romantic association with the word "mate" to communicate Nestlé's Coffee-mate brand as the "perfect mate" for any coffee drinking experience. We implemented the "perfect mate" messaging into television programming, editorial content and event sponsorships to build a deeper appeal to the product. Meanwhile, we leveraged its recognizable brand name with the tagline "Coffee-mate. Coffee's perfect mate." In establishing this emotional connection between the product and the primary target, Coffee-mate transformed into an indispensable product to any coffee drinking experience.