Costa Coffee launches first Piccadilly Lights campaign for its ready-to-drink range

Coca-Cola gives way to Costa Coffee on the iconic Piccadilly Lights

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.

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.

“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."

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.