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Nestle begins Next Disruptor campaign

Nestlé Canada has begun a new campaign called "The Next Disruptor" for its Coffee-Mate Bliss product line. The digital campaign, aimed primarily at millennial-aged consumers, consists of online videos that present themselves as previews for upcoming episodes of a fictitious talk show. The creative depicts flavoured coffee creamer as an innovation equivalent to self-driving cars or a mission to Mars. These will be accompanied by advertising content on Instagram and Snapchat. The campaign, which will run through the summer, was developed by McCann Worldgroup Canada.

"Knowing that the target is interested in new product innovations and 'the next best thing,' we approached the creative with that in mind," said Darren Clarke, chief creative officer at McCann Worldgroup Canada. "Bliss is a breakthrough product in the coffee creamer category, and the rational argument could be made that its impact on our daily life is worth discussion. So we made a case for it."

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