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International Delight breaks new campaign

Coffee creamer brand International Delight has begun an advertising campaign in English Canada using the tagline, "Take the bitter out. Add Delight." Developed by Cossette, the campaign features highway billboards that change to reflect current traffic and weather conditions. It also makes use of interactive online video pre-roll ads on YouTube and Facebook. Other elements include radio ads, online banners and Facebook posts reflecting current events. The creative encourages consumers to "see the sunny side of life" during exasperating situations. International Delight is produced by WhiteWave Foods.

"People use International Delight products to offset the bitterness of coffee," said Antoine Bécotte, chief creative officer at Cossette. "By playing with this distinctive element, we wanted to highlight the flip side, by showing the positive side of unpleasant moments that can arise in a day."

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