Costa Coffee has launched its first work through Wunderman Thompson UK since appointing the agency in September last year, designed to show how buying a coffee is often far more meaningful than reaching for your next caffeine hit.
The integrated campaign, featuring the new strapline “Made a little better”, reveals how a Costa coffee provides an emotional lift with the power to make your day a little better; something increasingly true since the pandemic, as people appreciate the small things that lift their mood.
Costa maintains a cup of coffee is more than just a drink, it is actually “an experience”.
Centring on the insight that “everything is made a little better when your coffee is”, the campaign show how a coffee can lift us up, give us a break, a treat, or be used to form a connection.
Running across print, radio and video-on-demand; the executions depict Costa drinkers battling through muddy dog walks, lengthy school plays, or sleepless nights with both kids in the ‘big bed’, finding resilience through the uplift found in their Costa cups.
The TV ad follows an unlucky-in-love young woman who is waiting to hear back from her date, following her as she goes about her morning routine, eventually ending up in Costa Coffee, where a barista and a freshly crafted coffee helps her to turn her frown upside-down.
Costa Coffee global chief marketing officer Phil Thomas said: “With all that is going on in the world, at Costa Coffee we believe that everything can be made a little better when coffee is made a little better. A well-crafted Costa coffee can uplift everyday moments, and this new campaign brings this to life in new and joyful ways that all coffee fans can relate to.”
Wunderman Thompson executive creative director Tom Drew added: “A great cup of coffee won’t change your life. It may not change your day. But it could make the moment a little better, and that’s enough. Costa Coffee’s honest and humble positioning is a wonderful thing.”
Related stories
Costa brings in Wunderman for global marketing brief
Costa toasts loyalty revamp for £1.2m monthly boost
Costa Coffee hires Child for global data analytics role
Tiers are not enough; shoppers crave emotional loyalty
Brands warned that they can’t rely on loyalty any more
