Costa Coffee
New aproach
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THE BRIEF
Establish strong credentials for Costa Coffee as the first international brand to enter India. Create and nurture conversations around the growing coffee culture in the country. Position Costa Coffee as the coffee of choice for coffee lovers. Create pull factor for the classy and cosy Costa Coffee stores as go-to place for host of reasons.
WHAT WE DID?
We leveraged creatively and effectively Costa’s status as India’s first international coffee chain brand. Starting with first establishing strong coffee credentials through experientials, Barista coffee making sessions, meet ups with Costa coffee experts, we moved on to creating conversation around the growing coffee culture and Costa’s role in nurturing it. We created a host of exciting, first of its kind events at Costa stores that would have resonance with their customers – from music events to book launches to what was possibly the first ever stand-up comedy act outside of closed door ticketed events. Costa Laughaccino, conceptualized and executed by Cumulus was a runaway success and gave a platform to budding talent, many of whom are today India’s top stand -up comics. Costa’s initiative to hire differently abled (hearing challenged) received unprecedented media attention and appreciation and then awards. We were able to bring attention on the brand through a host of emerging trends in terms of consumer preferences and habits – from Costa stores in Bangalore becoming a de facto office of many budding entrepreneurs to Five Star hotels being replaced as venue for matrimonial meet ups with Costa stores! All of this was done besides the corporate stories, industry conversations, F&B promotions, new store openings, and events to spread the key messages related to the brand’s positioning.
THE RESULTS
We successfully established Costa Coffee as THE destination for coffee lovers, for those that knew their coffee. Costa also became the place of choice for the cool young crowd as well as the corporate and well-heeled crowd that was looking for an enhanced experience in terms of product and place. Thanks to exciting events that were held at Costa on a regular basis and Costa’s differentiated hiring policy, Costa remained a brand that got large mind share among target audiences. Costa was able to cement its position as a hub where people meet to chat, have fun, engage, and socialize. This was evidenced in footfalls at their outlets.
YEAR
2005 - 2017
Date
October 21, 2021