Costa RTD Coffee

Making a bold statement for an iconic coffee brand

The Challenge

Create 360º brand and innovation pipeline including identifying a  brand positioning, innovations and activations for a leading global coffee retailer.

The Journey

CE conducted expert roundtables and qualitative conversations with leading edge coffee drinkers, both face to face and via our proprietary online qual platform, which revealed deep consumer insight.  We also deployed a semiotics analysis through our sister agency, Semiovox.  These efforts identified ways to evolve the Costa brand message which were brought to life through emotionally-driven positioning concepts. In tandem, we conducted a robust concept development process and follow up qualitative and quantitative research.  All of this led to a strategic roadmap and a pipeline of innovations for the brand.

The Win

Costa Coffee Iced Lattes launched nationwide in Summer 2024 with a bold, attention-grabbing design and refreshed, energized brand positioning.