The campaign follows the success of Costa’s first national marketing campaign in 2009 – the controversial ‘7 out of 10 coffee lovers prefer Costa’ taste test – which, following several months of complaints from Starbucks, culminated in a landmark ASA ruling in Costa’s favour in July this year.
The campaign – Monkeys and Typewriters – focuses on the well-known theorem that if you give a room full of monkeys typewriters, they will eventually produce the entire works of Shakespeare. The voice of actor Bill Nighy says, “Can a room full of monkeys produce the perfect cup of coffee?”.
The ad will run for four weeks across UK terrestrial and multichannel in 60- and 30-second formats, and will be accompanied by print and online executions.
Jim Slater, marketing director for Costa, said: “Costa is enjoying double-digit like-for-like sales growth, and we aim to continue this great momentum. Independent surveys consistently prove that coffee lovers prefer Costa, and this TV commercial will help us to explain the reasons why.”
Costa continues to trade strongly, with owner Whitbread announcing a 28% growth in sales and 8.3% in like-for-like for the 24 weeks to 19 August 2010.
Source: Costa Coffee
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