BRAND AUDIT BLOG STARBUCKS VS COSTA COFFEE: COSTA COFFEE COMMUNICATION STRATEGY

ADVERTISING

In 2010 => Costa put in place its 1st TV ads in order to promote the global quality of the brands.

In 2012 => Costa Coffee set the largest advertising campaign :

This campaign is broadcasted accross TV, press media, digital media, and in store.

==> http://www.youtube.com/watch?v=MYSmij0407A

Kevin Hydes, marketing director of Costa Retail said :
"By putting Costa fans together with our barista, it playfully makes the point that they really are the stars. The campaign shows that only our barista put their heart into everything they do, and we hope our customers feel the love in every cup."

Press media

Costa Coffee set up several print communication in order to promotion its values, new products, seasonal offer for example.
Where? in press magazines, street and underground stations.

Here, it was a communication in underground stations in June and July of 2013 to promote fresh drinks.

Kevin Kydes :"to educate consumers about the breadth of our iced drinks range and the difference between blended and over ice drinks"

Others

DIGITAL STRATEGY

Facebook (+ Facebook app for loyalty)

Facebook page

More than 1 millions "likes"
Continuously updated by the community management team
Specific communication for events, holidays, festivities ( christmas, valentin's day....)

Facebook application

Costa extends its loyalty strategy with a Facebook application in which all Costa fans can check their account (3 millions of members Costa Coffee club).

Their can upload all their details and loyalty points.

This app offers customers to earn more loyalty points. By doing this, Costa Coffee wants to reward its fans for their loyalty.

Twitter

- 69 212 subscribers
- As Starbucks, Costa Coffee tried to be omnipresent in the social network like Twitter but Costa Coffee put just descriptives informations.