Magazine article Marketing

Costa Coffee Launches Debut TV Ad Campaign

Magazine article Marketing

Costa Coffee Launches Debut TV Ad Campaign

Article excerpt

Chain steps up marketing battle against Starbucks with 'infinite monkeys' ads.

Costa Coffee is ramping up its marketing battle with rival Starbucks by launching its first TV campaign.

The ad, which will break tomorrow (Thursday), will focus on the quality of service offered at Costa outlets, compared with rival chains.

It plays on the 'infinite monkey theorem', which suggests that a monkey with a typewriter would eventually produce the complete works of William Shakespeare.

The ad, created by Karmarama, features monkeys trying to create the perfect coffee, in an attempt to prove the superiority of Costa's products.

The campaign will also include press ads featuring bold headlines claiming that the brand is on a mission to save the world from mediocre coffee.

The initiative is the latest example of Costa's aggressive marketing tactics against its rivals under the stewardship of marketing director Jim Slater. In 2009, Whitbread-owned Costa launched its first national marketing campaign, which uncompromisingly targeted Starbucks. …

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