Costa returns to TV with singing baristas and biggest digital investment to date
Costa Coffee is returning to TV after a two-year hiatus with a user-generated marketing campaign and its biggest investment in digital activity to date.
The campaign, created by Karmarama, shows dozens of men and women alongside Costa baristas buried up to their necks in coffee beans, while singing along to a cover of "I was made for loving you" by Kiss.
Costa claims that the TV creative, launching tomorrow (5 October) evening on Channel 4, shows the pride its baristas take in the coffee it serves consumers.
The campaign runs across TV, print, in-store and is the brand's biggest digital push to date. It follows the brand’s first TV campaign two years ago featuring monkeys.
A supporting app lets Costa fans record their own tributes to Kiss and upload them to Costa’s Facebook page. The winning entries will be used in a later ad for the brand.
Kevin Hydes, marketing director at Costa Retail, said: "By putting Costa fans together with our baristas, it playfully makes the point that they really are the stars. The campaign shows that only our baristas put their heart into everything they do, and we hope our customers feel the love in every cup."
Two years ago, Costa launched its first-ever TV ad called "Monkeys and Typewriters", which was aimed at highlighting the superior quality of its coffee.Follow @loullamae_es
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- Copywriter fishtank 25k to 40k per year GBP, Marlow, Buckinghamshire
- PR Account Director fishtank 40k to 55k per year GBP, Surrey
- Head of Marketing fishtank 45k to 60k per year GBP, United Kingdom
- Digital Search & Acquisitions Officer Topshop Up to £30,000 per annum + benefits, London
- planner > SHOPPER EVANGELIST > brilliant role for those SUITS looking to move across into PLANNING collectivo £30-40k + bens, London
- Senior Account Executive fishtank Up to 24,000, United Kingdom
Big Questions Live - Social Media, User Generated Content and the Power of Customer Insight (Webcast) External website
Brand Republic’s first ever online TV show, Big Questions Live wil...
Integrated digital marketing offers huge opportunities to engage, servic...
The PR industry’s lack of success at the Cannes Lions festival 201...
Confused by hashtags? Tweetchats? Tweet walls? You’re not alone.Wi...
It’s fair to say we are truly in the age of content marketing, the...
As a nation, the UK is media and technology obsessed with over half of t...