Costa Coffee refreshes its brand positioning, encourages consumers to express themselves through 'YouxCosta' campaign

The Coca-Cola Company’s coffee brand - Costa Coffee has refreshed its brand positioning and has also launched the ‘YouXCosta’ campaign.

With this Costa Coffee aims to foster conversations and encourage consumers to express themselves with 'Freedom of Expression' fuelled by a cup of Costa Coffee.

In the modern era, millennials and Gen Z are at the forefront of the evolving coffee culture, seeing coffee as a trusted companion that accompanies them throughout the day. Youth crave self-expression and appreciate brands that inspire them to be themselves. Recognising this, Costa Coffee is engaging with its audience, encouraging them to express themselves, anytime and anywhere, with the hashtag #LetsGetBrewing. 

The brand film with #LetsGetBrewing as the theme, captures how individuals can authentically express themselves through their passions and interests, with their favourite cup of Costa Coffee.   

Vinay Nair, General Manager, India and Emerging Markets, Costa Coffee, said, “Costa Coffee has always been more than just coffee, it's about fostering conversations, igniting passions, and embracing individuality. The repositioning of the brand is a significant step for us, as we align with the dynamic and ever-evolving community of coffee enthusiasts in India. With this new campaign, we are thrilled to bring to consumers Costa Coffee with a fresh perspective through ‘Freedom of Expression’ that encourages consumers to talk freely, whenever, wherever, and however they like. With our unwavering vision to always craft a memorable coffee experience, it is our endeavour to keep making our consumers happy and returning for more.” 

The creative agency – The &Partnership, commented, “Optimism and creativity is what young India stands for. Self-expression and self-exploration is a way of life for the youth. Costa Coffee opens up opportunities for them collaborate and provides them with a platform to express themselves.”

As a part of the campaign Coca-Cola India will be introducing a series of social media posts and videos that will urge the youth to share their expressions of individuality with YOUxCOSTACOFFEE and #LetsGetBrewing. 

The campaign includes, OOH, print ads, digital, social media and in-store consumer journey.

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