The Brief:

Raise awareness and create buzz around the launch of the new Flat White coffee at Costa and educate consumers about the product and encourage trial.

The Activity:

The launch was communicated from a consumer and business perspective through a thorough media relations campaign with the additional element of a celebrity endorsement launch to attract high profile media attention and maximise opportunities for coverage outside of the limited space available for new product news

The Results:

Extensive consumer, business and trade online and print coverage including filming for Peter Andre’s ‘The Next Chapter’ TV show.

Sales of the Flat White during launch week exceeded those expected for the whole month.

The launch was regarded by Costa as their most successful product launch to date.

Media slideshow: