Costa Coffee looks to roll out temperature activated underground ads as well as tour to promote Costa Ice range

By Ishbel Macleod | PR and social media consultant

Karmarama

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costa coffee article

May 1, 2013 | 2 min read

Costa Coffee is set to re-launch its summer range of iced coffees, coolers and lemonades under the name Costa Ice, supported by thermal activation ads, a tour and digital communications.

Costa’s advertising is by Karmarama, with the media planning and buying handled by ZenithOptimedia. The Costa Ice tour has been created and managed through PR agency Paratus Communications, with Fisher Productions organising tour logistics.

The campaign is being supported by thermal activation ads, set to go live in underground stations on 14 afternoons throughout June and July when the temperature reaches 22 degrees.

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As well as this, the tour van will provide complimentary Costa Ice drinks at set locations in towns and cities across England, Scotland and Wales.

Kevin Hydes, director of retail marketing at Costa UK, said: “Our focus for this year’s campaign is to educate consumers about the breadth of our iced drinks range and the difference between blended and over ice drinks. Out of store, we are focusing on fun, eye-catching artwork to help make Costa synonymous with summer.”

Customers will also be able to request full sized free drinks delivered to their work or home addresses through an app hosted on the Costaice.co.uk microsite and promoted via Costa’s social media channels.

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Karmarama is the UK’s most progressive creative agency, now part of Accenture Interactive.Its services include advertising, direct and digital marketing, digital design and build, data and analytics, PR, social and innovation. The agency is known for its ability to blend creativity, digital and data, to help brands better engage with consumers. Or as Karmarama calls it, Connected Creativity.

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Zenith, part of the Publicis Groupe, is one of the world's leading global media services agencies.

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