The Nation’s Favourite Coffee Shop, Costa Coffee, has announced the launch of a new brand identity for its over 7,000 strong Costa Express self-serve machines. The new campaign highlights the quality and expertise behind the Costa Express offering, using bold language to showcase freshness credentials and encourage trial.
The creative, driven by the Costa Express marketing team and Costa Coffee’s appointed agency, BBH has been developed to reinforce the great coffee offering from the brand’s premium Costa Express bars – and supports the point of difference with the hero message ‘Real milk. Real beans. Real quick.’ The new visual identity is rolling out across all point-of-sale and utilises rich, bold colours and straight-talking quality messaging.
To further support and celebrate the new brand identity, Costa Express has debuted a fresh and innovative marketing campaign, which will run until 4 November 2018. The strategic media plan includes partnerships with Daily Mail Online, Metro and Magic FM, a 30” radio advert, OOH, digital proximity targeting and a giveaway for a ‘quick trip’ to New York with Magic FM*.
Conveniently located in forecourts, offices and convenience stores across the U.K., and a further five international markets, Costa Express offers the same fresh coffee beans found in Costa Coffee stores. The famous Mocha-Italia coffee beans are freshly ground for each warming cup of Costa Express coffee and only fresh milk is used, delivering excellent quality, fast.
Speaking about the campaign, Kirstey Elston, marketing director at Costa Express said: “Costa Express has continuously been at the forefront of delivering great coffee to customers on-the-go. Using fresh, high quality ingredients combined with state-of-the-art technology, Costa Express machines confidently provide a great experience and delicious Costa Coffee, when coffee lovers need it most.
“The new visual identity for Costa Express helps highlight and reinforce the coffee quality and expertise -and our multi-faceted marketing campaign is set to reach millions. Costa Express is the perfect choice for those on the go and we’re delighted to help support our mission of bringing better coffee to more people.”
Paisley Wright, BBH managing partner said: “Costa Express serves great quality coffee for those on the go. In fact, there’s probably a Costa Express machine in reach of pretty much all of us. However, we found out that most people don’t know that they use the same fresh milk and fresh beans as their stores. The bold headline of the campaign “Real milk. Real beans. Real quick.”, paired with the iconic red cup, proudly states that even though it’s served in a flash, there’s no compromise on quality. We hope our work converts more people to the fantastic coffee Costa Express serve.”