Costa Coffee has tied with M&C Saatchi and Pablo London to revamp its 11-year-old coffee loyalty scheme.
The six-million-member Costa Coffee Club has ditched its points system. Instead customers will get a free drink with every eight coffees purchased, or a free drink after every four brought using a reusable cup.
M&C Saatchi gathered insight from 17,000 consumers to create the digital-first rebrand.
“Based on extensive customer research, we’ve created a simpler, easier-to-use scheme with generous, tangible benefits,” said Annabel Mackie, managing partner at M&C Saatchi.
Members will also receive a free slice of cake on their birthday and get access to other rewards and perks.
Costa said its ambition is for the platform to be a brand booster and a driver of growth and market share.
Pablo London was also brought in to create a new brand identity and strategic repositioning for the Costa Club. Working with Barcelona-based design studio Cabeza Patata, a set of diverse characters was created to communicate a feeling of ‘freeness’.
Pablo, which was behind Costa’s Christmas 2020 and 50th anniversary campaigns, sought advice from the Diversity Standards Collective to create representative characters.
“Our new work for the Costa Club reflects the fun side of Costa Coffee we’re exploring more and more,” said Pablo’s executive creative director Tim Snape.
Jon Fisher, head of digital UK at Costa, said M&C Saatchi and Pablo have “delivered a simple and more generous proposition, which will continue to build on the love that our customers have for the Costa Coffee brand”.