International Delight
RIP PLAIN COFFEE
Owned Social & Influencer
Role: Social Strategy, Creative Direction, Copywriting
If you hate plain coffee, you’re not alone. International Delight hates plain coffee too, and that’s why we sell delicious coffee creamers. To show our consumers how much we hate plain coffee, I led social strategy and creative direction on multiple social tactics with one objective: paint plain coffee as boring, bitter, and downright disgusting.
Owned Social: Plain Coffee Joins The Créme House
Role: Creative Direction, Copywriting
To introduce our enemy, Plain Coffee, to the world, I concepted “him” as a new character on ID’s award-winning reality television show, Creme House. In this season’s episodes, Plain Coffee joins a house full of fun, lively creamers and makes everything boring. By the end, the creamers have had enough of him and “accidentally” kill him off.
The Bitter Truth: HBO-Style Mockumentary Character Teaser - Introducing Plain Coffee
Plain Coffee AKA “Todd” Joins The Creme House
Todd Comes Down With THE BLAND - Needs A Creamer Transfusion
Influencer: RIP Plain Coffee
Role: Creative Direction, Storyboarding
Continuing the storyline of Plain Coffee’s death, I led a partnership with comedy skit creator @officiallytonytoks to create a 9-part video series mourning the loss of Plain Coffee.
Tony broke the news of Plain Coffee’s death, performed not-so-heartfelt eulogies at it’s funeral, and threw it a celebration of life. This was the most successful influencer campaign in International Delight’s history and blew its goals out of the water with 64x its engagements benchmark. This was also the first influencer campaign with an extended fictional narrative stretched across multiple assets in Danone history.
9-part series thumbnails
Full Story :30s Cutdown
Influencer Launch Video
RESULTS
This campaign was the capstone of a year-long strategy I led to shift International Delight away from day-in-the-life influencer content to comedic skits., which resulted in 11x our primary KPI, engagements, for the calendar year.
Finalist for:
Shorty Social Media Awards (Humor, Food & Bev)
PR Daily Content Marketing Awards (Influencer Marketing Campaign)
Partnership Awards (Influencer Marketing Partnership)
Digiday Content Marketing Awards (Best Use Of Short-Form Video)
Case Study: Click Here
Metrics:
36.4MM organic impressions
251K organic engagements
95% positive/neutral sentiment
306% growth in organic engagements year-over-year with -20% budget
Main driver of a $2.21 Influencer/PR ROI, highest across all Danone Brands
Only Danone brand nominated for influencer awards in 2026 across Danone’s 21-brand portfolio.
