
Coffee Crisp has launched an activation to highlight Canada’s renowned friendliness while reigniting enthusiasm for the brand.
The activation, which was brought to life by Cossette, was a vending machine placed at the Canada-U.S. border crossing at Peace Arch Park in Vancouver, where Canadians could invite their U.S. neighbors to get a free Coffee Crisp. The machine was available on July 4 with a peculiarity: only Canadians could give away the branded chocolate bar. The machine was promoted on social media with content that generated buzz and public relations.
NestlĂ© Canada marketing leader Riona Coller tells Media in Canada that this activation helped Coffee Crisp underscore the brand’s distinctive identity as an unconventional Canadian treat. “Coffee Crisp has been defying regular coffee since 1938: in taste, texture, flavor combination and temperature. Our brand thrives on being unconventional. Furthermore, in a world where you can find most coffee and chocolate brands anywhere, Coffee Crisp remains uniquely Canadian,” Coller says.
The team sought to emphasize the brand’s Canadian roots in a creative and impactful way. They also wanted to foster a renewed appreciation and enthusiasm for Coffee Crisp beyond seasonal occasions such as Halloween, while intriguing U.S. consumers with its uniqueness. And a cross-border vending machine was a good channel to achieve all that, according to Coller.
The phenomenon of cross-border shopping, which consists of carrying products in your luggage that can only be found abroad, also inspired the brand to launch the activation.
“The activation aimed to renew interest in the chocolate bar in Canada by highlighting its irresistible allure and scarcity in the U.S. This strategy leverages the curiosity and desire of American consumers who can’t easily get this Canadian classic, creating a sense of exclusivity and demand,” Coller says.
The machine is an innovative change for the brand, which has been relatively inactive apart from recent product launches. “By introducing a vending machine at the Canada-U.S. border, we are boldly embracing experiential marketing,” Coller says. “Historically, our campaigns have centered on Coffee Crisp’s texture and format. Our new messaging represents an evolution in the brand’s positioning, celebrating the brand’s unconventional nature more broadly while emphasizing its Canadian exclusivity.”

In the previous 10 years, the confectionary category has experienced major changes, with Gen Z eating habits heavily influencing the industry. Chocolate bars are now available in a wide range of sizes, flavours, and shapes, and they are becoming increasingly easy to snack on, with mini and bite-sized formats. That’s why Coffee Crisp had been focusing on expanding its offerings to adapt to these changes, Coller says.
The brand now offers the classic bar in snackable and full-size formats, along with Coffee Crisp Pops, a bite-sized format available in a resealable pouch for sharing. It also introduced seasonal flavors such as Pumpkin Spiced Latte.