Last year, despite the weather, Costa sold over 6 million Ice Cold Costa drinks as UK consumers switched from hot coffee to iced drinks and Costa worked to meet customer demand.
Now Costa, the UK’s largest and fastest growing coffee shop brand, is launching Costa Ice, a strategic re-brand of its Ice Cold Costa range of previous years. The re-launch will see the introduction of a brand new Proud to Serve (PTS) SKU – The Coffee Cooler.
H & C News was invited this week to learn about the new range and, even more importantly, to taste it, and was impressed by the results: the coffee and fruit flavours were excellent in all cases, and we came away convinced that many more PTS customers will be offering the Costa Ice range this year, and that their customers – even under British summer conditions – will be sampling and then switching to the products on offer.
Costa Ice
The updated name, Costa Ice, has been introduced to provide a strong brand identity across all SKUs in the range – providing greater clarity on the different product offerings available, and highlighting the quality of ingredients.
Supporting Proud To Serve customers in driving sales amongst consumers looking to trade out
of hot drinks during the summer months, the re-brand, along with the new The Coffee Cooler SKU will roll out from 13th May 2013. An above-the-line marketing campaign, including outdoor and national press advertising will drive consumer awareness.
With the addition of the The Coffee Cooler, PTS customers will now be able to offer consumers three out of the four best selling Costa Ice beverages – delivering a suite of products more aligned to the retail offer. This also ensures Costa is able to offer PTS customers a core coffee product within each category. The new SKU is expected to be a key profit generator for PTS customers and demonstrates to the consumer that the brand is listening to what they want. The Coffee Cooler will sit
alongside the fruit coolers (blended with ice), as well as the ice coffees (served over ice) that are currently available to PTS customers.
The Costa Ice range
Poured Over Ice – iced coffees, based on menu board favourites: Iced Cappuccino, Iced Latte, Iced Americano
Blended – refreshing Coolers made with fruit or coffee with a hint of vanilla, all whizzed up with ice: Coffee – NEW; Orange & Raspberry, Mango & Passion Fruit; Red Berry
Simon Parton, Senior Beverage Manager, Costa UK, comments:
“Research amongst consumers identified a lack of understanding that the previously branded Ice Cold Costa products belonged to the Costa brand – with many also confused by the different options available. The new branding provides a holistic identity across the range – providing a clear proposition for consumers. With The Coffee Cooler already performing well in retail, we’re anticipating great results for PTS from this range over what we hope to be a long hot summer.”
Brand Standards
Costa develops its products with infinite attention to detail, ensuring that every drink is delivered consistently to meet customer expectations.
For the Costa Ice range, only the Tempest Blender by Hamilton is approved for use, and there are specific requirements for the type of ice used, particularly for the Blended range.
It’s this attention to detail and delivery, with training to support it, that is essential in order to satisfy customers, and build loyalty and regular business.
Training kits
PTS customers taking up the newly branded range will be provided with Costa Ice training kits – designed to provide support and guidance to ensure customers can make the most the opportunity the range presents. The kits include: category flyers with detailed consumer insights on buying behaviour, a DVD training aid to demonstrate how to use the blender and create recipes, sampling kits to drive trial, and a comprehensive list of preferred ice suppliers for customers in need of ice storage support.
On site point of sale is also available to boost consumer awareness and drive footfall. Customers will receive posters, counter cards, table talkers and price stickers.
About Costa
Costa is the UK’s favourite coffee shop having been awarded “Best Branded Coffee Shop Chain in the UK and Ireland” by Allegra Strategies for two years running (November 2010 & November 2011) and Winner of “Best Branded Coffee Chain in Europe” Allegra Strategies November 2011.
Costa has historically operated full stores and a wholesale business. 5 years ago the corporate franchise, full stores and wholesale business merged under the identity of Corporate Sales. In 2011, Costa acquired Coffee Nation and launched its Costa Express offering, and in January 2012 the business was re-organised and Costa Enterprises was formed to sell coffee and products through corporate franchising (hospitals, universities, motorway stations…); Costa Express; and Proud To Serve (third parties such as hotels and contract catering).
For more information or guidance on options available, customers can speak to Costa’s expert team on 0871 5279223.