2015 Winners & Shortlists

Brief Explanation

The poster concepts needed to instantly grab the attention of people passing by and the objective was to showcase the brand as a the true supplier of 'real coffee'. Costa Coffee delivers on freshness, odor and flavor, the three components only a real coffee drinker would appreciate; we needed to convey all that with one simple idea with a single-minded yet powerful message that is quickly understood.

The Brief

The goal of the campaign is to create hype around the brand in various points of sales and across universities and other common hangout places, through a concept that differentiates Costa coffee versus other coffee brands present in the market and sets it as top of mind.

How the final design was conceived

Morning coffee drinkers enjoy their everyday ritual with the strong belief that their cup of coffee is what literally triggers their brain functions. More practically, those people cannot function right without their ‘potion’. This set of posters renders a minimalistic approach to typical morning malfunctions that can be avoided with the right coffee brew. Very little colors were used to give a stronger impact for the disruptive element and in that case the malfunction. The headline used is the brand promise.

Indication of how successful the outcome was in the market

The campaign was very successful and very well received, especially on the social media channels, where several positive comments were posted mainly on Instagram, the leading social used by the Kuwaitis.

The Costa Coffee franchise was recently acquired by Alghanim Industries in Kuwait. They have a rather limited advertising budget, but an aggressive young team, set out to rebuild the brand in Kuwait and connect with the youth. Costa Coffee’s proposition is “ the UK’s #1 coffee shop “ and the tag line is “ for coffee lovers “. The buy out occurred as the brand was in third position behind Starbucks and Caribou, who have more outlets and were more aggressive in their marketing approach. Alghanim Industries is now focusing on attracting the Kuwaiti youth, expanding the number of outlets, and creating communication messages that resonate and connect with them.