Costa has added three new drinks to its Costa Ice range to appeal to consumers and drive summer sales for its “Proud to Serve” (PTS) customers.
Customer research
The new SKUs added to the Costa Ice range for 2014 include the Caramel Latte Cooler, the no.1 best-selling latte in retail last year, the Tropical Fruit Cooler and Peach Lemonade. All three drinks have been added in response to consumer research, and to support PTS customers in driving sales amongst consumers looking to trade out of hot drinks during the summer months.
The Caramel Latte Cooler is a twist of one of last year’s top performers, the Coffee Cooler, a blended coffee drink with caramel syrup and caramel sauce drizzled over the top. To keep the Costa Ice range exciting and innovative, Costa has also introduced the Tropical Fruit Cooler – the second highest selling SKU in retail stores – and Peach Lemonade, which adds a new, non-blended element to the category and is the most popular lemonade flavour within retail.
Fruit coolers go from strength to strength
Rob Gower, Sales Director, said: “We’re delighted to be able to extend the Costa Ice range following last year’s success within PTS. Fruit coolers in particular are a category that have gone from strength to strength, so we’re anticipating even better results over what we hope will be a long, warm summer.”
Marketing campaign
To support the national Costa Ice campaign this summer, there will be an above the line marketing campaign including PR support, outdoor, and national press advertising. Presence in the top 300 UK shopping centres will encourage consumer awareness and sponsored tweets, Facebook posts and video pre-rolls on Youtube will drive social media activity.
PTS customers taking up the range will be provided with Costa Ice kits, with posters, counter cards, new menu panels and a sampling kit to boost consumer awareness and trials.
Customer feedback
For the first time ever, Costa will be making regular contact with its customers throughout the summer to increase engagement and address any operational issues, and a survey will be sent to partners at the end of the campaign giving them the chance to fully feedback.