Café chain Costa Coffee has today (16 May) unveiled a global brand platform, highlighting the “ritualistic” role coffee has in consumers daily lives.
Devised by WPP Open X and led by VML UK, the marketing drive aims to encourage consumers to “embrace everyday moments”.
Titled ‘Made with Heart’, the creative showcases everyday moments. In one hero spot, the audience follows a university student heading to school. A secondary film follows a couple with conflicting work shifts.
According to the coffee chain, the new brand platform marks a shift in its strategy, away from product-based marketing towards building emotional connections.
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“As market leaders, we know that coffee is more than just a drink—it’s a deeply ingrained part of people’s everyday lives” said Cecile Angrand, global chief marketing officer at Costa Coffee.
“It’s the comforting start to a busy day, the pause between meetings, the moment of connection between friends or colleagues. At Costa Coffee, we believe these moments matter, and they deserve coffee that’s crafted with genuine care, quality, and passion. Made With Heart reflects our commitment to putting people and purpose at the centre of everything we do—from how we craft our drinks to the experience we create for every customer, every day.”
It will run across TV, broadcast video-on-demand, radio, YouTube and social media. It will be supported by PR and social activity led by AnalogFolk and CRM managed by M&C Saatchi.
