Brand David wins one time strategic project of Costa Coffee India

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | August 29, 2011
The agency has won the mandate to create a complete brand ethos for the British coffee chain in India. It won the mandate on a project basis.

Brand David has won the mandate to work on a specific strategic project for the British coffee chain Costa Coffee, in India. The news was confirmed by sources close to the development. The agency has won the mandate on a project basis for one time.

As per the brief by the coffee chain, the agency will create a complete brand ethos for Costa Coffee in India. The project, however, will not be creative in nature.

This is the first time that the British coffee chain has assigned a project to an India-based agency.

Internationally, the coffee retail chain works with Karmarama. In 2010, Costa Coffee launched its first television commercial conceptualised by Karmarama, titled 'Monkeys and Typewriters'. The campaign was a result of the success of Costa's first national marketing campaign in 2009 -- the controversial '7 out of 10 coffee lovers prefer Costa' taste test.

In 2010, according to several media reports, the British coffee chain had reworked its India strategy to turn profitable and expand its footprints. As per the new strategy, the coffee chain would close unprofitable locations, segment strategy for different locations, change the look and feel of outlets, and customise the menu to better suit the Indian palate.

When it was launched in India in 2005, the coffee chain replicated the UK model in India, which did not work. Therefore, going with its new strategy, it decided not to enter Tier II and Tier III cities, and open stores in metros only. The company plans to expand its outlets more than six fold, to 250-300 outlets by 2014.

For the record, Costa Coffee was founded in 1971; the first outlet was opened at 9, Newport Street, London, by Sergio and Bruno Costa.

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