Shania Twain Gives New Voice to Coffee Mate’s Super Bowl Commercial

Brian Steinberg

4 February 2025 at 8:00 am·2-min read

Nestle’s Coffee mate aims to lick Super Bowl advertising rivals not with a celebrity cameo but rather with a celebrity tongue.

Shaina Twain provides the voice of a multitalented mouth appendage that dances, sings, plays a variety of instruments and even does a mid-air flip in a 30-second spot for the non-dairy creamer’s “Cold Foam” variety, which provides flavors such as Nestle Toll House Brown Butter Chocolate Chip Cookie, Italian Sweet Crème and French Vanilla.

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“You have to have a good sense of humor when you do something like that,” says Twain during a recent interview with Variety, noting that she enjoyed singing the “boppy, poppy song” that marketing executives devised (among the lyrics: “Have you ever seen a tongue do this?”)

Coffee mate will be among a multitude of food advertisers hoping to get just a taste of the disposable income of Super Bowl audiences on February 9, when Fox telecast the Big Game from New Orleans. Among those vying for consumers’ appetites (and share of wallet) will be PepsiCo, Danone, Ferrara, Anheuser-Busch InBev and Kellanova. The ad roster also includes three ads from different delivery services that can bring food from restaurants and stores to a customer’s door.

Preparing for the spot meant taking on a “flirty” persona, says Twain, noting she viewed the “dancing tongue” as “liberated and agile,” and kept envisioning “the joy of tasking this cld foam, and I really got into it.”

With tens of Super Bowl ads reliant on celebrity appearances — Post Malone, Billy Crystal, Meg Ryan, Ben Affleck and Willem Dafoe are among those who will surface — Nestle is embracing a tactic that is more unique. Twain’s voice may power the commercial, but she won’t be at the visible center of it. Instead, the company must hope that the sight of an anthropomorphic organ will give viewers a taste for flavored coffee.

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