Costa: Creating a nation of coffee lovers

This case study shows how Costa, a coffee shop brand, successfully grew its brand affinity and sales in the UK with an integrated campaign.

Costa: Creating a nation of coffee lovers

Principal authors: Will Hodge and Matthew Waksman, KarmaramaContributing authors: Caroline Harris, Whitbread; Sid McGrath, Karmarama

Introduction

Elizabeth 1st of England was an unlikely ruler. Her mother was executed, she was neither first-born, nor a boy, yet she reigned for 44 years, provided military stability, economic growth, and transformed the country into a hot-bed of culture. All this was not thanks to her accession; but rather thanks to her dogged and strategically defended, length of tenure.

Many papers tell a David...

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