Costa Clever Cup
Costa Coffee wanted help to create and shape its growing CSR programme, which would build on its reputation as a force for good and a sustainability pioneer
Our solution was simple, powerful, intriguing and effective: harnessing trends, technology and solid action to generate widespread interest and coverage from top-tier titles, boost Costa sales, and help the brand do better.
To help show that Costa was committed to long term action to drive real change and change consumer attitudes towards using disposable cups, we used a design-based strategy and united convenience and technology to bring an entirely new product to consumers - The Costa Clever Cup in partnership with Barclaycard.
To position the cup as desirable and aspirational, as opposed to a purely functional product, we invested in art direction, photography and content that would enable us to secure wide-spread in-depth coverage, while generating word of mouth.
Our media strategy highlighted how the cup hit the sweet spot between sustainability and technology, giving the story mainstream appeal.
The initiative was appealing not only to consumers, who loved the simplicity of the cup, but to the tech community, and offered a compelling case study on harnessing the power of technology to achieve lasting social change for good.
85 pieces of coverage, including top-tier national, consumer and tech media, with more than 825m impressions on social media.
The technology used in the Clever Cups was so compelling that Barclaycard received 6 new partnership inquiries.
Costa increased its near-term sales forecast by a staggering 12,00 units as a result of the campaign.