Shania Twain Unveiled as Coffee Mate's New 'Foam Diva' in Time for the Super Bowl

Shania Twain may "feel like a woman," but she's also the voice behind Coffee Mate's new campaign released just in time for the Super Bowl.

According to Media Post, Shania Twain has been unveiled as the star of the brand's first Super Bowl commercial, promoting its Coffee Mate Cold Foam Creamer range, which debuted earlier this month.

The reveal is the official introduction of Twain in the job, following a teaser announcement on the brand's Instagram page last week. That post was devoted to "the queen of cold foam," showed a bottle of Coffee Mate Cold Foam Creamer dressed in cheetah print and a cowboy hat, and asked fans if they had "any guesses who this country pop diva is?" Several users picked up on the cues and correctly deduced that Shania Twain was the "country pop diva" mentioned.

Coffee Mate also posted a new teaser video for the advertisement on its YouTube page, which did not include a cameo from Shania Twain. Instead, the teaser showed a fan drinking Coffee Mate Cold Foam Creamer while watching football and licking away the frothy residue from a sip of coffee. In October 2024, the company revealed that it would make its Big Game debut with an ad using the cold foam product, and the campaign was created in collaboration with creative firm Wieden+Kennedy and media agency GroupM.

Shania Twain Is the Latest Celebrity To Get in on Ad Campaigns

While it isn't unusual for big brands to hire popular celebrities like Shania Twain to advertise their products, there has been a huge uptick in celebrity endorsements as of late. Most recently, Post Malone teamed up with OREO on a limited-edition cookie.

According to a press release, the cookie, which will be available in stores nationwide beginning Feb. 3 until supplies run out, blends salted caramel and shortbread flavors sandwiched between a classic OREO chocolate cookie and a golden biscuit.

Each sandwich cookie has one of nine embossments handpicked by Malone and inspired by his music, including a sunflower (a homage to his record-breaking Double Diamond single "Sunflower") and a butterfly (representing his "Twelve Carat Toothache" album on vinyl). Each pack also includes a handwritten, signed note on the back.