Costa: Old Paradise Street launch

This case study illustrates how Costa, the UK coffee shop chain, combined the launch of a special edition coffee with its Coffee Club loyalty programme members to drive sales.

Costa: Old Paradise Street launch

Karmarama

Campaign overview

Costa has been serving its famous Mocha Italia blend for 44 years. But the UK coffee market had become highly competitive, with customers' palettes more educated and competitors offering many different tastes and flavours. To counter this, the brand used its expertise to offer a series of limited edition roasts. Eschewing traditional broadcast media to concentrate on leveraging the power of its loyal customer base, the campaign sold more than half a million cups of special edition Old Paradise Street coffee in the first two months and continued to beat all targets....

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