Planet Oat is taking the age-old coffee split to the street on Thursday, April 16, with a New York City pop-up in Astor Place that asks one simple question: Team Hot Coffee or Team Iced Coffee?
The brand’s new campaign, The Great Coffee Debate, taps Adam Devine and Rebel Wilson to make the point in public. Devine says he is Team Hot, while Wilson is firmly Team Iced, and Planet Oat will back them up with free, fully customizable hot or iced coffee starting at 8 a.m. EST while supplies last. The first 50 Team Hot attendees and the first 50 Team Iced attendees will also get exclusive merch.
Planet Oat is using the event to put its oatmilk in both camps at once. The pop-up will feature Planet Oat Barista Lovers Oatmilk and Planet Oat Unsweetened Oatmilk varieties, part of a lineup the company says is built for both steaming mugs and iced cups. In the coffee aisle, that kind of versatility is the pitch: one product for a morning that starts hot and another for a cold brew on the move.
Devine framed his preference as the kind of morning jolt many coffee drinkers know well, saying the first steaming sip is the one that wakes you up and tells you to get your life together. He also said Planet Oat Barista Lovers is a game changer that smooths everything out and makes coffee feel richer. Wilson, meanwhile, said an iced coffee carries a crisp, beautiful energy and that she reaches for Planet Oat Unsweetened Extra Creamy Oatmilk to keep the profile flawless. She pointed to its zero grams of sugar, calling it the headliner that delivers without background noise.
The company’s pitch goes beyond the celebrity sparring. Chris Ross said Planet Oat Oatmilk is the breakout star in the coffee cup, describing the drink as a stage where the oatmilk can provide a rich harmony to a bold roast or a zero-sugar clarity to a cold brew. That is the practical claim behind the playful setup: Planet Oat wants both sides of the coffee argument to see the same answer in the cup.
For all the banter, the event also reflects how durable the hot-versus-iced divide remains among coffee drinkers. Planet Oat is leaning into that split instead of trying to settle it, and its New York pop-up is designed to pull in both camps at once. If the company gets the turnout it wants on Thursday, the real winner will be the oatmilk that can keep pace whether the coffee is steaming or chilled.
