The Coca-Cola Company’s Costa Coffee has refreshed its brand positioning with ‘YOUXCOSTA COFFEE’ to foster self-expression and conversations, targeting millennials and Gen Z. Using the hashtag #LetsGetBrewing, the brand encourages customers to be themselves anytime, anywhere.
The brand film with #LetsGetBrewing as the theme, captures how individuals can authentically express themselves through their passions and interests, with their favourite cup of Costa Coffee. It portrays Costa Coffee being not just a beverage, but a source of inspiration that empowers moments of creativity and self-expression. The film also highlights how Costa Coffee fuels individuals to confidently brew their passions and make their mark.
Watch the films here:
Commenting on the refreshed brand positioning, Vinay Nair, General Manager, India & Emerging Markets, Costa Coffee, said, “Costa Coffee has always been more than just coffee, it’s about fostering conversations, igniting passions, and embracing individuality. The repositioning of the brand is a significant step for us, as we align with the dynamic and ever-evolving community of coffee enthusiasts in India. With this new campaign, we are thrilled to bring to consumers Costa Coffee with a fresh perspective through ‘Freedom of Expression’ that encourages consumers to talk freely, whenever, wherever, and however they like. With our unwavering vision to always craft a memorable coffee experience, it is our endeavour to keep making our consumers happy and returning for more.”
The creative agency – The & Partnership, said, “Optimism and creativity is what young India stands for. Self-expression and self-exploration is a way of life for the youth. Costa Coffee opens up opportunities for them collaborate and provides them with a platform to express themselves. “
As a part of the campaign Coca-Cola India will be introducing a series of social media posts and videos that will urge the youth to share their expressions of individuality with YOUxCOSTACOFFEE and #LetsGetBrewing.
The 360-degree campaign includes, OOH, print ads, digital, social media and in-store consumer journey.
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