Costa Coffee launches first Piccadilly Lights campaign for its ready-to-drink range
Costa Coffee has taken over Coca-Cola prime spot on Piccadilly Lights to mark the launch of its new ready-to-drink range.
The drinks range is the first jointly-created product since Coca-Cola acquired Costa Coffee earlier this year. The Piccadilly takeover is the first time Costa Coffee will appear on the famous sign.
Coca-Cola gives way to Costa Coffee on the iconic Piccadilly Lights
It will takeover the screen for three days as part of an integrated marketing campaign featuring out-of-home, digital, PR and sampling. A‘Costa Coffee Flavour Rooms’ pop-up will also appear at the Old Truman Brewery.
Discussing the campaign launch, Kris Robbens, marketing director at Coca-Cola Great Britain and Ireland, said: “Coca-Cola has been an iconic fixture on the Piccadilly Lights for more than 60 years and there’s nowhere better for us to celebrate our new relationship with Costa Coffee.
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“We’re constantly innovating, and Costa Coffee ready-to-drink is the latest exciting example. We’re looking to disrupt and define the ready-to-drink coffee category and continue to provide more choice for coffee lovers to enjoy, whatever the occasion.”
Adding to this, Sarah Barron, chief growth officer at Costa Coffee said: “As the nation’s favourite coffee shop brand, we have a track record of innovation and category disruption.
"Our warm and welcoming stores, world-leading Costa Express machines and growing at-home range provide coffee lovers with access to our brand across multiple touchpoints. Our new chilled ready-to-drink range is the next iteration of our exciting evolution."