Peet’s Coffee Iced Espresso Campaign: Iliza vs. Herself | Clapboard

Peet’s Iced Espresso Presents: Iliza vs. Herself

Description

Peet’s Iced Espresso Presents: Iliza vs. Herself is a captivating film campaign launched in 2019 in the United States for Peet’s Coffee by the agency North. This campaign strategically harnesses the engaging narrative of comedian Iliza Shlesinger facing off against a playful version of herself, blending humor and authenticity to resonate with contemporary coffee consumers. Centered around the Food industry, the campaign highlights Peet’s Iced Espresso as a vibrant, refreshing choice for coffee lovers seeking both quality and energy in their daily routines. The use of four dynamic media assets ensures multi-dimensional engagement across digital and traditional platforms, enhancing the campaign’s reach and impact. By employing a relatable and entertaining storyline, the campaign effectively increases brand affinity and positions Peet’s Iced Espresso as a forward-thinking, energetic beverage that complements active lifestyles. This approach not only reinforces brand identity but also stimulates consumer curiosity and trial, leveraging the mainstream appeal of Iliza to deepen emotional connections with a broad audience. Overall, this campaign exemplifies an innovative blend of humor, character-driven storytelling, and product focus, making Peet’s Iced Espresso stand out in the competitive coffee market. { "campaign_title": "Peet’s Iced Espresso Presents: Iliza vs. Herself", "country": "United States", "publication_month": "October", "publication_year": 2019, "brand": "Peet’s Coffee", "agency": "North", "medium": "Film", "industry": "Food", "media_assets_count": 4 }

Credits

Client

Peet’s Coffee

Agency

North

Executive Creative Director

Mark Ray

Managing Director

Rebecca Armstrong

Creative Director

Kristina Day, Ashod Simonian

Producer

Bill Ballard

Talent Manager

Doug Williams

Senior Brand Manager

Erica Stenson

Strategic Planner

Jordan Delapoer

Director Of Media Strategy

Caroline Desmond

Performance Marketing Manager

Devon Brown

Media Planner

Izzy Kramer

Production House

NORTH

More like this

Say Goodbye To Single Use Plastic - SodaStream | Clapboard Ad Archive

SodaStream’s 2019 campaign Say Goodbye To Single Use Plastic confronts the escalating environmental crisis of plastic pollution with a strategic, symbol-driven narrative that repositions the brand at the forefront of sustainable innovation in the non-alcoholic drinks category. Deployed in the United States, this film-based campaign harnesses the power of Clapboard’s FORMAT#3—Symbolize The Problem—to dramatize the destructive impact of disposable plastic bottles without resorting to direct depictions of pollution, instead employing metaphorical visual storytelling to evoke emotional resonance and urgency. By eschewing conventional problem-solution tropes, testimonials, or celebrity endorsements, the campaign leverages symbolic analogies that crystallize the plastic waste dilemma, inviting consumers to internalize the issue through artistic interpretation rather than didactic messaging. This approach aligns seamlessly with SodaStream’s brand ethos as an eco-conscious alternative that empowers consumers to break free from single-use plastic dependency by choosing reusable, home-based carbonation solutions that reduce environmental harm. The campaign’s messaging is tightly calibrated to reflect contemporary consumer values around conscious consumption and environmental responsibility, making the call to action both compelling and practical. It does not merely sell a product but advocates a lifestyle shift, embedding sustainability into everyday choice architecture within the food and drink sector. Clapboard rates this campaign 63/100 in its global creative archive. The campaign’s integration of symbolic performance within a single media asset demonstrates a focused, purpose-driven marketing strategy that elevates SodaStream beyond beverage innovation into environmental stewardship, signaling a broader industry pivot towards campaigns that embed social impact into brand identity to engage increasingly aware and value-driven audiences.

Campaign Proposition

Peet’s Coffee’s campaign “Peet’s Iced Espresso Presents: Iliza vs. Herself” leverages humor and relatability to reinforce the brand’s position as a bold, energizing coffee choice that fits dynamic, modern lifestyles. The campaign centers on the comedic persona of Iliza Shlesinger, portraying an internal dialogue that reflects the everyday mental tussles faced by young, active consumers. This narrative frames Peet’s Iced Espresso as the catalyst for clarity and decisiveness, positioning the product as not just a beverage but a functional enabler of focus and confidence. Strategically, the campaign targets a millennial and Gen Z demographic that values authenticity and humor, using Iliza’s comedic style to resonate with viewers’ personal experiences of indecision and self-reflection. The creative angle taps into the cultural trend of self-awareness and mental multitasking, aligning Peet’s offering with moments of transition and choice in daily routines. By casting a recognizable comedian and employing a conversational, internal conflict format, the campaign strengthens emotional engagement and memorability. The use of film as a medium, distributed via digital channels including YouTube, allows for high-impact storytelling within a compact format, optimized for social sharing and viewer retention. Overall, the campaign exemplifies a performance-driven approach that merges brand identity with targeted humor to deepen consumer connection in a crowded food and beverage market.

Creative Device

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign is titled 'Peet’s Iced Espresso Presents: Iliza vs. Herself', strongly signaling the involvement of Iliza Shlesinger, a known comedian, as the central figure. The use of a celebrity’s name in the title, along with “vs. Herself,” hints at a creative performance leveraging Iliza’s persona (possibly with her portraying multiple sides or characters). The “Performance” genre and the presence of a named celebrity suggest the campaign employs Iliza as an ongoing character or ambassador to create memorable brand association, rather than focusing on a literal problem/solution, testimonial, or straight parody. This fits the Ongoing Characters or Celebrities format, where the celebrity identity is integral to both narrative and brand recall, aligning with Peet’s ambition to stand out in the Food & Drink category through personality-driven storytelling. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

KFC Chickendales Mother’s Day Performance - KFC | Clapboard Ad Archive

KFC’s 2019 campaign Chickendales Mother’s Day Performance in the United States leveraged a bold and playful creative concept that reimagined the iconic Chippendales male revue through the lens of the Colonel’s signature persona, delivering a humorous and affectionate parody that stood out in the crowded food and drink market. Developed by the agency for the brand, this film-based campaign invited consumers to engage with KFC beyond the plate by creating personalized Mother’s Day videos via CHICKENDALES.COM, blending digital interactivity with emotional resonance in a way that deepened customer connection to the brand. The campaign’s FORMAT#12—Parody or Borrowed Format classification according to Clapboard’s taxonomy underscores its smart use of pop culture borrowing, transforming a traditionally risqué entertainment format into a lighthearted tribute to moms, with the Colonel-themed dancers adding a layer of brand-specific humor and memorability. This parody performance was complemented by the launch of KFC’s Cinnabon Dessert Biscuits, introduced on April 29, 2019, which were positioned as the perfect indulgent pairing with the classic 10-piece bucket meal, a strategic bundling that encouraged product trial and drove incremental sales through a seasonal offer. By integrating the new dessert product with the customizable video experience, KFC created a multi-touchpoint campaign that merged offline consumption with online sharing, reinforcing the brand’s presence in consumers’ Mother’s Day celebrations. The campaign’s tone balanced cheeky entertainment with genuine warmth, elevating the occasion through humor without diluting the emotional intent behind the brand’s messaging. KFC’s ability to harness a culturally recognizable format while aligning it with their product innovation and occasion marketing highlights the brand’s evolving communication strategy in the competitive food industry landscape. Clapboard rates this campaign 82/100 in its global creative archive. This campaign matters to the industry because it demonstrates how food brands can use culturally savvy parody formats to create interactive, emotionally resonant campaigns that simultaneously drive product innovation and occasion-based sales.

The Gift That Doesn't Give Back - Aviation Gin | Clapboard Ad Archive — archive collection thumbnail

The Gift That Doesn't Give Back - Aviation Gin | Clapboard Ad Archive

Aviation Gin’s 2019 holiday campaign The Gift That Doesn’t Give Back cuts through the seasonal clutter with a tongue-in-cheek film that parodies the earnestness and obligation-laden narratives of traditional gifting spots in the Food & Drink market category. Created for Aviation Gin, the campaign harnesses the brand’s signature wit and irreverence, subverting the familiar holiday trope of gifts that keep on giving by positioning its gin as a refreshingly string-free gesture—essentially a gift that requires no reciprocation, emotional labor, or awkward social contract. The creative eschews product feature heavy messaging in favor of performance-driven comic scenarios that lampoon transactional holiday exchanges, delivering a resonant cultural insight about modern fatigue with performative gift-giving and the desire for authentic, uncomplicated moments of enjoyment. Leveraging a single sharply executed film, the campaign resonated with adult consumers ready to opt out of obligation and in to pleasure, driving impressive engagement with over 7.6 million YouTube views and a flood of positive commentary that signaled a genuine connection with its sharp creative and relatable message. In a category crowded with product provenance stories and luxury cues, Aviation Gin, together with its agency, carved out unique space by framing gin as the clever, effortless answer to holiday gifting anxiety, enhancing recall and cultivating brand affinity in a crucial commercial period. What Clapboard’s taxonomy would classify as FORMAT#12—Parody or Borrowed Format—the campaign uses satirical performance, pop culture subversion, and a modern, self-aware tone to not only land its creative punch but also firmly mark Aviation Gin’s distinct voice against the backdrop of traditional spirits advertising. Clapboard rates this 80/100. In rejecting the familiar sentimental trappings of holiday advertising, The Gift That Doesn’t Give Back signals a creative appetite in the beverage alcohol category for sharp humor and honesty at moments when most brands reach for cliché.

Pride - Agropur | Clapboard Ad Archive — archive collection thumbnail

Pride - Agropur | Clapboard Ad Archive

Agropur’s Pride campaign, launched in Canada in 2017 by the agency Lg2, stands as a sincere and resonant showcase of the human hands and heartfelt effort behind one of the market’s most trusted dairy brands in the food and drink category. Eschewing the trappings of product-centric storytelling or overt claims of superiority, the work turns the lens on the everyday reality of Canadian dairy producers whose shared passion, discipline, and community commitment drive the quality of every Agropur product. The creative strategy is rooted in authentic, unscripted vignettes filmed in French, capturing a series of candid moments and genuine emotions among local producers, which powerfully invite audiences to recognize and connect with the individuals responsible for the food on their tables. Rather than a straightforward testimonial or benefit-focused ad, the narrative positions Agropur not just as a company, but as a collective of real people representing the virtues consumers value — integrity, dedication, and local pride. In doing so, the campaign sits squarely in Clapboard’s FORMAT#10—Associated User Imagery, using relatable, aspirational profiles to foster trust and offer a sense of direct provenance rather than relying on constructed endorsements. This nuanced approach resonates robustly in the Canadian cultural context, where consumer expectations around sustainability, community support, and domestic quality are defining forces in category preference. By accumulating nearly 400,000 views and a wave of positive sentiment, Pride leverages relevance and emotional authenticity to deepen brand affinity at a time when provenance storytelling is a premium communications strategy. Agropur and Lg2’s choice to foreground producers not only elevates the brand’s public persona but also fortifies its strategic position in an intensely competitive sector where origin, craftsmanship, and the values of the people behind a brand can be significant market differentiators. Clapboard rates this 63/100. The campaign matters because it demonstrates how direct user imagery, when rooted in cultural and producer authenticity, can reset expectations for earned trust and local relevance in food and drink advertising.

The Odyssey - Liberté | Clapboard Ad Archive — archive collection thumbnail

The Odyssey - Liberté | Clapboard Ad Archive

The Odyssey campaign for Liberté, created by Cossette and launched in Canada in 2019, redefines the brand’s positioning within the food and drink category by framing its artisanal offerings as gateways to openness and cultural exploration rather than mere consumables. Anchored by the insight that food can serve as a catalyst for personal journeys and discovery, the campaign uses a richly symbolic narrative to invite consumers to embrace curiosity and new experiences through taste. This approach moves beyond traditional product demonstration to embody what Clapboard’s FORMAT#9—Symbolize the Benefit—identifies as using metaphorical storytelling to represent the product’s positive impact. The film medium, with its visually evocative and aspirational storytelling, reinforces Liberté’s commitment to authenticity and quality, aligning the brand with consumers who prize meaningful lifestyle choices and sensory engagement. The campaign’s central idea that the world opens up to those who are open to it is not just a tagline but a narrative device that positions Liberté as an enabler of transformative culinary journeys, tapping into the universal human desire for exploration. Strategically, this elevates the brand above competitors like Danone, Yoplait, and Chobani, which focus on health, convenience, or sustainability, by offering an emotional and sensory proposition that resonates with a sophisticated, experience-driven audience. The campaign’s digital extension through thetaste.liberte.ca supports interactive engagement, allowing consumers to deepen their connection with the brand’s story and product range. The Odyssey’s single, compelling film asset serves as a visual metaphor for the expansive, open-minded approach to food that Liberté embodies, making it a distinctive voice in the crowded Canadian dairy and specialty food market. Clapboard rates this campaign 63/100. The Odyssey matters to the industry because it demonstrates how food brands can transcend functional benefits by crafting immersive narratives that invite consumers to view everyday consumption as part of a broader cultural and emotional journey.

True Love - Heinz | Clapboard Ad Archive — archive collection thumbnail

True Love - Heinz | Clapboard Ad Archive

Heinz’s 2019 Canadian campaign True Love, crafted by Rethink, marks the brand’s 150th anniversary with a narrative-driven celebration of the quintessential pairing between French fries and Heinz Ketchup. This film campaign uses a singular media asset to tell the story of a lonely potato’s journey from farm to fryer, culminating in its union with Heinz Ketchup, embodying the product as the emotional and narrative resolution in an approach that sits squarely in Clapboard’s FORMAT#5 EXEMPLARY STORY—where the product is vital to the plot. The anthropomorphized potato’s quest for connection and fulfillment transforms the familiar food combination into a metaphor for enduring affection, a creative choice that elevates the brand’s heritage beyond mere condiment utility into the realm of cultural touchstone. The campaign’s emotional pull is amplified by the nostalgic soundtrack of Heart’s 80s hit What About Love, reinforcing a timeless sense of devotion that resonates with both long-standing fans and contemporary consumers. Kraft Heinz Canada’s Head of Brand Build Communications & Innovation positioned True Love as a reflection of the essential role Heinz Ketchup plays in enhancing everyday food experiences, a positioning that dovetails with the campaign’s heartfelt storytelling and playful charm. Supported by Starcom’s media expertise, the campaign deployed a robust digital and social media strategy throughout summer 2019 to maximize reach and engagement, ensuring that the emotional narrative was reinforced across platforms and maintained top-of-mind presence in the competitive Food & Drink category. Clapboard rates this campaign 66/100 in its global creative archive. True Love matters to the advertising industry because it demonstrates how heritage brands in the Food & Drink sector can leverage FORMAT#5 storytelling to create emotional resonance and deepen consumer bonds by humanizing product narratives without sacrificing brand authenticity or strategic clarity.

The BBQ King Sings - Sempio | Clapboard Ad Archive — archive collection thumbnail

The BBQ King Sings - Sempio | Clapboard Ad Archive

The BBQ King Sings, launched in Year: 2014 for Sempio by Immersion Creative, brought a distinctive sense of fun and cultural flavor to the food and drink sector with a film campaign calibrated for Canadian audiences and aired across the Food Network. At the heart of the campaign sits the larger-than-life BBQ King character, whose boisterous musical performance acts as a memorable symbol for the transformative enjoyment of Sempio’s Korean BBQ sauce. Eschewing the literalities of recipe demos and endorsement, Immersion Creative constructed a vivid musical narrative that trades the conventions of food advertising for a single, exuberant moment of stylized delight — a creative approach that sits squarely in what Clapboard’s taxonomy would classify as FORMAT#9—Symbolize the Benefit. By visualizing the taste experience as a full-throated song and dance, the TV spot weaves Sempio’s flavor credentials not just into the script but directly into the fabric of viewer emotion, leveraging music’s associative power to build brand affinity. The ad’s creative decision to use English language dialogue underscored Sempio’s intention to reach beyond Korean heritage consumers, engaging Canadian food enthusiasts and the broader multicultural market by removing linguistic barriers and foregrounding universal pleasure. This entertainment-led positioning reframed Korean BBQ sauce from niche condiment to joyful catalyst, motivating trial and reinforcing top-of-mind awareness as consumers encountered the brand in a competitive aisle. With a single TV asset as its media centrepiece, the campaign sparkled through strategic placement and consistent tone, drawing positive audience engagement that validated the choice to bet on overt musical storytelling over generic product claims or culinary expertise. The campaign earns 63/100 in Clapboard’s global creative archive. As global brands seek new ways to embody flavor beyond functional messaging, The BBQ King Sings offers the category a playful masterclass in singing the benefit, demonstrating how exuberant narrative metaphor can lift the ordinary into the realm of the unforgettable.