Coca-Cola Europacific Partners (CCEP) has announced the launch of a campaign for its Costa Coffee ready-to-drink (RTD) chilled coffee range this summer, designed to drive trial of its Latte and Frappe ranges.
The company noted that the Costa Coffee RTD range is already outperforming the market, enjoying 47.5% volume sales growth and 59.4% in value sales growth, helping to fuel the RTD coffee segment, which is now worth £280.5m.
Launching this week and running throughout the summer, the campaign includes video content on social media, nationwide out-of-home advertising, and sampling takeovers in high footfall areas of London.
Festival partnerships with Pride, Might Hoopla, Barcode Festival, Car Fest, and Kendal Calling will see sampling bikes and a branded Land Rover Defender distributing cans of Costa Coffee Latte, Vanilla Latte and Caramel Latte as well as the Frappe range.
Festival goers can also head over to ‘The Dopamine Booth’, an immersive experience inspired from the current dopamine dressing trend of wearing clothes that enhance your mood. Visitors also have a chance win a year’s supply of Costa Coffee RTD chilled coffee.
Pippa Foster, Associate Director of Commercial Development at CCEP GB, said: “Our uplifting summer campaign is perfectly aligned with the key RTD chilled coffee needstates – giving young adults a ‘boost’ or a ‘pick me up’ – and builds on Costa Coffee’s sampling success at freshers festivals and major city takeovers in 2022.
“The Costa Coffee chilled RTD range has enjoyed tremendous value and volume sales growth again over the last year. This summer, we’re confident that the marketing campaign and sampling activity will engage more consumers than ever before – driving demand for the Costa Coffee chilled RTD range and incremental sales for our customers during a key trading period.”
NAM Implications:
- A pointer for brand partnerships
- All it takes :
- A couple of iconic brands
- Complementary footprints
- Synergistic pairings
- And heaps of support…
- One to watch!
