Ever since 1954, Coca-Cola has been synonymous with the Piccadilly Circus ad space. But, for the first time in 65 years, the fizzy drink won’t be appearing on advertising at the iconic location.
Instead it is giving the ad space to Costa Cofee’s new ready-to-drink range for three days. The ad is the first stage of a campaign that will include digital, PR and sampling activity, as well as a pop-up store in east London.
Costa is also opening its first ‘commuter-focused’ concept store in Lewisham, London. It will see the company reformat part of the station to become one of eight new mini-format stores that will be opening over the next six months across London’s busiest stations.
The new stores will be focused on delivering a quick and efficient service to commuters. All the stores are takeaway only with some of the stores offering self-service ordering screens for those not wishing to queue to order. Consumers can also use Costa Coffee’s mobile ordering service, which is available through the free Costa Coffee club app.
All this contribute’s to a growing picture of how Costa is operating since it was bought by Coca-Cola last August. It’s new ready-to-drink range and concept stores highlight quick innovation and strategic marketing while the Piccadilly ad space is significant as it shows Coke’s willingness to prioritize the brand. There is no doubt this is the beginning of Costa’s revamp so keep a close eye on what is to come.
Quoted from Marketing week.