“We’re delighted that Joel is joining the Coffee-mate team and bringing his extensive flavor-based marketing experience to the brand just in time for the holidays,” said Kevin Holmes, marketing manager for Coffee-mate. “Joel may be the new guy on the team, but he really embodies the spirit of our holiday flavor portfolio and that gives him and Coffee-mate a competitive edge.”
New to Los Angeles, Calif., Joel comes to Nestlé from a leading social marketing agency, where he supported various food and beverage brands, including Coffee-mate.
“I’ve been a huge fan of Coffee-mate for years, and helping the team launch the Gingerbread and Eggnog flavors is such a natural fit,” said Joel Hubbard, associate for Coffee-mate holiday flavors. “Even though being the new guy in a city and at a job over the holidays can be tough, a festive splash of Coffee-mate holiday flavors really brings the comfort of home to life.”
In addition to overseeing marketing plans for the holiday portfolio, Joel becomes the first company employee to also star in a 15 second national broadcast spot, premiering on cable channels such as HGTV and Food Network. Joel will also tap his social media background to develop five online videos, which begin to roll-out on channels such as Hulu, Spotify, and Coffee-mate’s social platforms on October 15 through the holidays. In two videos, Joel stars alongside long-time friend, YouTube celebrity iJustine, which will launch on social and YouTube in early November.
“Coffee-mate is really lucky to have scored such a visionary marketer just in time for the launch of their delicious holiday flavors, like Gingerbread and Eggnog,” said iJustine. “Beyond being a close friend of mine, Joel is a consummate professional with a keen appetite for visual storytelling on social.”
The online videos will focus on topics relating to a Millennial who is moving to a new city, such as work life, dating, making friends and popular culture. For the month of November, Joel is also leading the charge for the brand to participate in Movember, and details will be forthcoming.
Joel hails from Berwyn, Illinois and enjoys chronicling his personal and professional ventures at coffee-mate.com/gingerbreadjoel.
NESTLÉ COFFEE-MATE® was the first non-dairy creamer to transform an ordinary cup of coffee into a rich, creamy everyday delight. COFFEE-MATE was introduced as the world’s first powdered creamer in 1961, and soon established its position as America's most popular choice. In addition to every day favorites like Vanilla and Hazelnut, COFFEE-MATE launched all-new seasonal flavor creamers Nestlé® Toll House® Gingerbread and Eggnog, which are available for a limited time, while Peppermint Mocha and Pumpkin Spice are available year-round. The COFFEE-MATE seasonal flavors are all available at major retailers nationwide. New flavors Nestlé Toll House Gingerbread and Eggnog are available in 16 oz. at a suggested retail price of $2.59. Peppermint Mocha is available in 16 oz., 32 oz. and COFFEE-MATE 2Go (3 oz.) at a suggested retail price of $2.59, $3.69 and $3.99, respectively. Pumpkin Spice is available in 16 oz., 32 oz. and 64 oz. at a suggested retail price of $2.59, $3.69 and $6.49, respectively.
For more information please visit www.coffee-mate.com and www.facebook.com/CoffeemateUSA.
About Nestlé USA
Named one of “The World’s Most Admired Food Companies” in Fortune magazine for eighteen consecutive years, Nestlé provides quality brands that bring flavor to life every day. From nutritious meals with LEAN CUISINE® to baking traditions with NESTLÉ® TOLL HOUSE®, Nestlé USA makes delicious, convenient, and nutritious food and beverages that make good living possible. That’s what “Nestlé. Good Food, Good Life” is all about. Nestlé USA, with 2014 sales of $9.7 billion, is part of Nestlé S.A. in Vevey, Switzerland — the world’s largest food company with a commitment to Nutrition, Health & Wellness — with 2014 sales of $100 billion. For product news and information, visit Nestleusa.com or Facebook.com/NestleUSA.
Nestlé USA, Beverage Division