Costa Coffee encourages consumers to express themselves with its new campaign

The Coca-Cola Company’s coffee brand Costa Coffee has refreshed its brand positioning with ‘YOUXCOSTA COFFEE.’ Costa Coffee is all set to foster conversations and encourage consumers to express themselves with 'Freedom of Expression' fuelled by a groovy 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. Recognizing this, Costa Coffee is engaging with its audience, encouraging them to express themselves, anytime and anywhere, with the hashtag #LetsGetBrewing,” the company said in a press release.

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.  It beautifully portrays Costa Coffee being not just a beverage, but a source of inspiration that empowers moments of creativity and self-expression. From the rich aroma of brewing coffee to the gratifying sip of the perfect cup, the’ YOUXCOSTA COFFEE ' film highlights how Costa Coffee fuels individuals to confidently brew their passions and make their mark. 

Commenting on the refreshed brand positioning, Vinay Nair, General Manager, India & 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 to 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 360-degree campaign includes, OOH, print ads, digital, social media and in-store consumer journey.