Costa Coffee was founded in London in 1971 and is known worldwide for its characteristic blend of Arabica and Robusta coffee beans, which give it a naturally sweet, smooth and distinctive taste. In Switzerland, the brand is managed and distributed by Coca-Cola HBC Schweiz AG, and Costa Coffee products have also been available at Coop since spring 2022.
Welcome to Switzerland, Costa Coffee
The arrival of Costa Coffee in the Swiss market should of course be duly celebrated and the new launch publicized. To achieve this, USP was commissioned with the conception, planning and implementation of the three-day launch event for Costa Coffee. With a pop-up coffee shop in the station concourse of Switzerland's largest and busiest train station, Zurich Main Station, the brand was staged in an eye-catching and crowd-pleasing way. The Coffee Truck, which was also designed and converted by USP back in 2020, marked the center of a stylish coffee lounge, which used Art Deco elements and old telephone booths familiar from England to create a trendy atmosphere and stylish ambience for the coffee experience. From the Costa Coffee Truck, USP-trained baristas served perfectly prepared coffee, including artful latte art to top it all off, or in tasty iced coffee variations upon request. Visitors were also able to see for themselves the performance of the machines and the quality of the coffee prepared at two Costa Coffee machines, the so-called Costa Express. Over the course of the three-day activation, the team served more than 1,000 cups of coffee daily.
23,000 trials and a multiple of communication contacts
In addition to the stylish coffee lounge, USP also organized a huge sampling, which used eye-catching branding at several touchpoints to generate further contacts and trials among the target group. In this way, the high frequency of the location was optimally utilized and a total of 23,000 potential consumers were reached - and a multiple of this was generated in communication contacts.
Since then, the Costa Coffee Truck has been touring Switzerland as part of a roadshow, visiting various Coop locations, providing product tasting trials and an emotional brand experience, and encouraging the target group to buy the products available at Coop.