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.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

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

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).