Costa, the UK’s largest and fastest growing coffee shop brand, is launching Costa Ice for its wholesale customers, including those in venues, who sell to consumers under the Proud to Serve (PTS) branding. The updated moniker, Costa Ice, has been introduced to provide a strong brand identity across all SKUs in the range.
Supporting PTS customers in driving sales amongst consumers looking to trade out of hot drinks during the summer months, the re-brand, along with the new The Coffee Cooler SKU will roll out from 17 May 2013. An above-the-line marketing campaign, including outdoor and national press advertising will drive consumer awareness.
With the addition of the The Coffee Cooler, PTS customers will now be able to offer consumers three out of the four best selling Costa Ice beverages – delivering a suite of products now more aligned to the retail offer. This also ensures Costa is able to offer PTS customers a core coffee product within each category. The Coffee Cooler will sit alongside the fruit coolers (blended with ice), as well as the ice coffees (served over ice) that are currently available to PTS customers. Simon Parton, Senior Beverage Manager, Costa UK, said:
Research amongst consumers identified a lack of understanding that the previously branded Ice Cold Costa products belonged to the Costa brand – with many also confused by the different options available. The new branding provides a holistic identity across the range – providing a clear proposition for consumers. With The Coffee Cooler already performing well in retail – we’re anticipating great results for PTS from this range over what we hope to be a long hot summer.
PTS customers taking up the newly branded range will be provided with Costa Ice training kits – designed to provide support and guidance to ensure customers can make the most the opportunity the range presents. The kits include, category flyers with detailed consumer insights on buying behaviour, a DVD training aid to demonstrate how to use the blender and create recipes, sampling kits to drive trial and a comprehensive list of preferred ice suppliers for customers in need of ice storage support. On site point of sale is also available.