Courage Expands Creative Relationship with Nestlé Canada and Adds Brands

By Kyle O'Brien 

Toronto-based creative shop Courage is expanding its creative relationship with Nestlé Canada. In addition to continuing to work on the Nescafé portfolio, Courage will now serve as agency of record for Boost, Coffee Mate, San Pellegrino, Turtles and Kit Kat.

The expansion of responsibilities came about partly from Courage’s work on the Nescafé portfolio, which saw the launch of two campaigns in the past year, both of which received acclaim and drove significant business results, according to the agency.

“The folks at Nestlé have been incredible to work with and we’re grateful and excited to get the opportunity to help write the next chapter of creativity for this roster of iconic brands,” said Niki Sahni, president and partner at Courage in a statement.


Courage will lead creative development across the portfolios as Nestlé Canada looks to connect with a new generation of consumers. Much of the new work is already underway, including new brand work for Nescafé, Kit Kat and San Pellegrino as well as an upcoming holiday campaign for Turtles. The expanded scope also includes a brand refresh for Boost as the company grows its Nestlé Health Sciences division of business.

“We’ve been incredibly impressed with both the caliber of the creative output as well as the depth of the partnership with Courage, and we’re excited to be expanding that relationship,” said Tracey Cooke, CMO at Nestlé Canada in a statement.

Courage said that the expanded partnership was a case of rapid organic growth and a trusted client-agency relationship, rather than through a big pitch.

This is the second big win in the last few months for Courage, which added AOR duties for the Wine Marketing Association of Ontario, which includes a brand refresh. It also added Canadian Imperial Bank of Commerce, known as CIBC, in September of last year, and works with KFC Canada. The agency officially launched in May of last year, backed by No Fixed Address.