Creating a nation of coffee lovers

IPA Effectiveness Awards Case Study 2016


In 2008 Costa was the number two player suffering its lowest brand preference and facing the worst UK recession since the Second World War. Working with Karmarama, Costa invested in brand communications to shake up customer inertia in its category. Over the six-year period covered by this case study, the brand dramatically increased brand preference and sales. To achieve this, Costa used a mixture of strategies, from punchy rational agitation to iconic emotional relevance, becoming the leading coffee shop in revenue and the nation’s favourite coffee shop brand six years in a row.

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“We've learnt we have to communicate what makes us different and why customers should choose us. We’ve become a client and agency team that is proactively on the look out for new challenges and is always open-minded in how we tackle them when they arise.”

Caroline Harris, Marketing Director, UK & Ireland
Whitbread

Winners 2016

Bronze Winner

Title

Creating a nation of coffee lovers

Brand

Costa

Client

Whitbread

Agency

Karmarama

Principal Authors

  • Will Hodge - Karmarama
  • Matthew Waksman - Karmarama

Contributing Authors

  • Caroline Harris - Whitbread
  • Sid McGrath - Karmarama

Credited Companies

  • Karmarama - Creative Agency
  • ZenithOptimedia - Media

This paper had a great overall use of a compelling idea to drive repositioning for long term sustainable advantage when mattered most - terminal decline. Ed Aspel, Cancer Research UK

Shortlist 2016

Bronze Winner

Title

Creating a nation of coffee lovers

Brand

Costa

Client

Whitbread

Agency

Karmarama

Principal Authors

  • Will Hodge - Karmarama
  • Matthew Waksman - Karmarama

Contributing Authors

  • Caroline Harris - Whitbread
  • Sid McGrath - Karmarama

Credited Companies

  • Karmarama - Creative Agency
  • ZenithOptimedia - Media

This paper had a great overall use of a compelling idea to drive repositioning for long term sustainable advantage when mattered most - terminal decline. Ed Aspel, Cancer Research UK

Creating a nation of coffee lovers

IPA Effectiveness Awards Case Study 2016


In 2008 Costa was the number two player suffering its lowest brand preference and facing the worst UK recession since the Second World War. Working with Karmarama, Costa invested in brand communications to shake up customer inertia in its category. Over the six-year period covered by this case study, the brand dramatically increased brand preference and sales. To achieve this, Costa used a mixture of strategies, from punchy rational agitation to iconic emotional relevance, becoming the leading coffee shop in revenue and the nation’s favourite coffee shop brand six years in a row.

Click to purchase this case study >