Costa Coffee’s first ever venture into TV advertising will launch on 7 October, featuring a room full of monkeys trying to make a cup of coffee.
The ad follows Costa’s first national marketing campaign last year – the controversial ‘7 out of 10 coffee lovers prefer Costa’ campaign, which, following several months of complaints from Starbucks, culminated in a landmark ASA ruling in Costa’s favour in July this year. The new campaign will feature the strapline ‘For Coffee Lovers’ and is described as a ‘celebration’ of the ruling.
The ad shows a futuristic room filled with monkeys in front of coffee machines, tentatively trying to work the machines with a gradual descent into chaos. It ends with a Costa barista expertly hand-making a cup of coffee.
Supporting press activity will run in national newspapers, featuring headlines stating that ‘not all coffee is made equal’ and that Costa is on a ‘mission’ to save the world from mediocre coffee. An online campaign will also accompany.
Jim Slater, marketing director for Costa, commented: “Costa is enjoying double-digit like-for-like sales growth, and we aim to continue this great momentum. Independent surveys consistently prove that coffee lovers prefer Costa, and this TV commercial will help us to explain the reasons why.”