- Planet Oat, the #1 selling oatmilk in the U.S., launched "The Great Coffee Debate" on April 14, 2026, starring Rebel Wilson (Team Iced Coffee) and Adam Devine (Team Hot Coffee).
- A nationwide sweepstakes runs through April 27, 2026, letting fans vote for their preferred coffee temperature to win at-home coffee setups or free cartons of Planet Oat Oatmilk.
- A free NYC pop-up at Astor Place on April 16, 2026 will offer customizable hot and iced coffee drinks featuring Planet Oat Barista Lovers and Unsweetened varieties, with exclusive merch for the first 100 arrivals.
- This marks a first major celebrity duo campaign for Planet Oat, owned by HP Hood LLC, whose previous brand activations relied on a mascot-driven strategy rather than celebrity talent.
Planet Oat Oatmilk, the top-selling oatmilk brand in the United States, is stirring up coffee culture with a fun new campaign called “The Great Coffee Debate.”
The brand has tapped comedy duo Rebel Wilson and Adam Devine, who previously appeared together in the Pitch Perfect franchise, to take opposite sides in the eternal hot-vs-iced coffee argument.
Devine champions Team Hot Coffee, pairing his steaming brew with Planet Oat Barista Lovers Oatmilk, while Wilson is firmly locked into Team Iced Coffee with the brand’s Unsweetened Extra Creamy Oatmilk.
The campaign, announced April 14, 2026, includes a nationwide sweepstakes open through April 27 where fans can vote for their preferred coffee temperature for a chance to win at-home coffee setups or free Planet Oat Oatmilk.
A free pop-up at New York City’s Astor Place on April 16 will let attendees taste both options, with exclusive merch for the first 50 people on each team.
Just as Ryan Reynolds and Hugh Jackman brought comedic rivalry to a brand partnership for Monday.com, Planet Oat is leaning into on-screen chemistry as a marketing engine.
Wilson is fresh off her 2025 film Bride Hard and is currently directing the upcoming comedy Girl Group in London. On the endorsement front, she recently served as Chief Wellness Ambassador for health app Noom.
Devine, meanwhile, has been a consistent campaign presence, starring alongside Marshawn Lynch in a series of ads for PrizePicks (August 2025 and January 2026) and fronting MLB’s “You Seeing This?” campaign in 2025. This is the first known partnership between either celebrity and Planet Oat.
Planet Oat has historically kept celebrity talent out of its marketing, notably building awareness around a beloved blue alien mascot named Sensa and, more recently, a branded tie-in with Netflix’s Emily in Paris.
The shift to a celebrity-fronted, humor-driven campaign signals a more aggressive push for the brand, which is owned by HP Hood LLC. This move echoes a broader trend in food and beverage marketing, similar to Ore-Ida’s use of Keegan-Michael Key to add comedic star power to a comfort food brand.
Takeaways
Planet Oat’s move to celebrity-fronted advertising is a clear signal the brand is ready to compete beyond the specialty aisle. By pairing Wilson and Devine, two comedians with real on-screen history, the campaign earns authenticity and playfulness at once.
Rather than asking fans to care about oatmilk, Planet Oat is asking them to care about a debate they already have: hot or iced? That’s smart brand positioning. It inserts Planet Oat into a daily ritual without making the product feel like the point of the campaign.
Wilson and Devine have real comedic chemistry from Pitch Perfect, how much does that pre-existing familiarity boost consumer trust in the campaign? Are you Team Hot Coffee or Team Iced Coffee, and did this campaign actually change how you think about what goes in your cup?
