COSTA COFFEE

After winning the pitch for lead global agency, I led Costa Coffee in a new strategic direction to elevate the brand's quality perception.

At the time, the brand was fighting a war on two fronts against Starbucks and McDonald's McCafé. With over 4,000 stores globally and 2,800 in the UK, Costa had massive physical availability, but lacked mental availability when consumers thought of premium, handcrafted coffee.

To change this, we created an entirely new brand tone and visual world focused on detail, craft, and heritage. We highlighted our unrelenting pursuit of great tasting, handcrafted coffee and the skill of our baristas, contrasting sharply with how both competitors made their coffee.

I developed and adapted campaigns for the UK and 33 global markets, creating work across OOH, film, print, digital, social, radio, experiential, PR, and over 4,000 retail stores and 15,000 Express machine locations. This repositioning helped pave the way for the brand's $5.3 billion acquisition by Coca-Cola.

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Agency: BBH