Costa restarts ad feud with Starbucks

Costa Coffee is rejoining its war of words with Starbucks in ads that claim twice as many consumers prefer Costa to its rival.

Costa Coffee: war of words with Starbucks
Costa Coffee: war of words with Starbucks

The campaign, which will span press, outdoor and digital, is Costa’s biggest to date. It uses provocative lines such as ‘Sorry Starbucks, the people have voted. Again’; ‘A triumph for coffee lovers’; and ‘Voted the nation’s favourite coffee shop’.

In January 2010, Starbucks challenged Costa over the veracity of claims made in its ads. It complained to the ASA about its rival’s ‘7 out of 10 coffee-lovers prefer Costa’ campaign, but its objection was rejected.

Costa has based the claims for its latest ads, by agency Karmarama, on a survey conducted by Allegra Strategies. It found that, of 16,000 UK coffee drinkers asked, 54% named Costa as their favourite coffee shop; 27% cited Starbucks.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Omnicom shuts M2M in UK after account losses
Share

1 Omnicom shuts M2M in UK after account losses

Omnicom has shut its media agency M2M in the UK following a string of account losses and Alistair MacCullum, the chief executive of M2M, is stepping down.

Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published