If you spent your Super Bowl Sunday staring at a TV screen wondering if someone slipped something into your buffalo chicken dip, you weren't alone. One of the weirdest—and somehow most catchy—moments of the night didn't happen on the field. It happened in a coffee cup. Specifically, the Coffee mate Super Bowl commercial 2025 that featured a singing, dancing tongue voiced by country-pop royalty Shania Twain.
Honestly, it was a lot to process.
What actually happened in the Foam Diva ad?
The premise is pretty simple, even if the execution was total fever-dream material. Two guys are sitting on a couch, ostensibly watching the Big Game (Super Bowl LIX, for those keeping score). One guy decides he needs a coffee fix, but not just any coffee. He pulls out a canister of the new Coffee mate Cold Foam Creamer.
He sprays a massive, fluffy mountain of foam onto his drink. He takes a sip. He gets that classic "creamer mustache" on his upper lip. And then, as he goes to lick it off, things get weird.
His tongue doesn't just do its job; it transforms. It becomes a full-blown "Foam Diva." Suddenly, we aren't in a living room anymore—we're at a sold-out concert where a CGI tongue is shimmying, playing the chimes, and belting out a song called "Gimme Cold Foam."
The voice? Unmistakably Shania Twain.
Why Shania Twain?
It seems like a random pairing, but the 59-year-old icon actually has a history with the brand. She told PEOPLE magazine that she’s "coffee-obsessed" and that Coffee mate has literally sustained her through late-night tour stops for years.
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She didn't just lend her voice; she helped create the track. The song "Gimme Cold Foam" was designed to be a "pop bop." It’s basically a tribute to that first-sip feeling.
"There's so much involved with the tongue that a lot of people don't even realize... it just made technical sense in a way, on a nerdy level." — Shania Twain
The product behind the madness
Nestlé wasn't just trying to haunt our dreams for no reason. This was Coffee mate's first-ever Super Bowl ad in its 60-plus-year history. They used the $7 million-plus price tag to launch their Cold Foam Creamer line.
They are clearly trying to go head-to-head with the "cold foam" craze you see at Starbucks or Dunkin'. Why wait in a drive-thru for 20 minutes when you can just spray the stuff on your home brew?
The line-up they’re pushing includes:
- French Vanilla (the safe bet)
- Italian Sweet Crème (the fan favorite)
- Nestlé Toll House Brown Butter Chocolate Chip Cookie (the one for people who want dessert for breakfast)
The brand claims these foams have 25% less sugar than the competitors' versions. Whether or not that matters when you're watching a tongue play a gong is up for debate.
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Who was responsible for this?
The agency behind the spot was Wieden+Kennedy New York. If that name sounds familiar, it's because they’re the ones who usually make the weird, high-concept stuff for brands like Nike and McDonald's.
It was directed by Dan Streit, who is known for a "sophomoric" and surreal visual style. You can tell. The lighting shifts, the practical-to-CGI transitions, and the sheer audacity of making a tongue the "main stage" performer—it all screams W+K.
Was it actually a "good" ad?
This is where the internet split in half.
On one hand, marketing experts like those at Northwestern University's Kellogg School of Management weren't exactly thrilled. Some called it distracting. They argued that the "dancing tongue" was so bizarre that people might remember the visual but forget what was being sold.
On the other hand, it worked perfectly for Google Discover and social media. It was "meme-able." People were talking about the "Shania Tongue" long after the Chiefs and Eagles left the field. In the world of Super Bowl advertising, being "the weird one" is often better than being the one everyone forgets by Monday morning.
Comparing the 2025 Super Bowl ad landscape
Coffee mate wasn't the only brand going for the "fever dream" vibe this year.
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- Reese's had an ad where people were risking their lives to eat molten chocolate lava.
- Pringles had "The Call of the Mustaches."
- Ritz created a "Salty Club" with Aubrey Plaza and Michael Shannon that felt like a bizarre indie film.
Compared to the more sentimental stuff—like the Budweiser Clydesdales or the Dove "These Legs" spot—Coffee mate went for pure, unadulterated chaos.
What you can do now
If you’re one of the people who actually wants to try the stuff instead of just staring at the commercial, here is the deal. The Cold Foam Creamers are hitting major retailers right now (Target, Walmart, Kroger).
Expect to pay somewhere between $4.68 and $5.49 for a 14-ounce canister.
If you want the full "Foam Diva" experience, Shania’s song "Gimme Cold Foam" was officially released on streaming platforms the same day as the game. You can literally add it to your morning playlist.
Just... maybe don't look in the mirror while you're licking the foam off your lip. Some things are better left to CGI.