To celebrate the launch of Costa Coffee's summer drinks menu we created ‘FrappéLists’, a three month social first activation and OOH campaign that leveraged the power of music, digital and social media.
Gen Z is a small but growing segment of Costa Coffee’s customer base. This generation offers a huge opportunity to recruit new customers and increase brand love. Costa Coffee and AnalogFolk’s mission is to create a strong foundation of brand loyalty with Gen Z through social and digital first content that places the brand at the heart of consumer culture.
The launch of Costa Coffee’s summer drinks menu was an opportunity for the brand to reach this next generation of coffee drinkers, who are frequent drinkers of Frappés and frappuccinos, but who are yet to have a preferred coffee brand.
The campaign aimed to position the Frappé as a symbol of freedom, playful optimism, and enjoyment. We wanted to give Gen Z the soundtrack to their summer as well as provide a platform for unsigned music artists who had suffered from a break in performances due to Covid-19.
The FrappéLists campaign was born from the audience insight that summer 2022 was going to be the UK’s first restriction-free summer in two years. With Covid-19 restrictions ending, it was set to be the 'summer of freedom' - and Gen Z’s first chance to not only enjoy freedom to socialise with friends in the sun, but also enjoy a new Costa Coffee Frappé together. To mark this unique moment in time, and to celebrate the launch of the new Frappé range, we created FrappéLists, a three month Social Media and OOH campaign.
Costa Coffee’s brand platform is “A Brighter Cup”; uplifting the nation with positivity, optimism, and great coffee every day. To bring this brand purpose to life and to give Gen Z the soundtrack for their summer, we recruited five up-and-coming UK music artists; VIC, Baby Eleanor, Yasmin Hass, Matilda Cole and Ariane V to create a cut-through Social first campaign designed to appeal to the next generation of coffee drinkers. Each artist created an exclusive day-long playlist inspired by the essence of each Frappé drink. From the fresh minty beats of a mint chocolate, to the sweet R&B indulgence of salted caramel, each bespoke ‘FrappéList’ was designed to go hand in hand with a Costa Coffee Frappé and accompany each sip.
Costa Coffee customers could access the FrappéLists by scanning a code found on stickers on Costa Coffee drinks and fly-posters across the UK, which directed them to Spotify. By incorporating scannable codes, we made the playlists easily accessible and added real value through making each piece of content in the customer journey digital. The FrappéLists were activated in a series of videos directed by celebrated music video director Jake Jelicich (Niall Horen, Dua Lipa, James Bay) that played out across Facebook, Instagram, Twitter, Snapchat and TikTok. The artists also performed in Costa Coffee sponsored live music events around the UK. This gave a huge platform to artists that needed it after the break in performances after Covid-19, as well as giving Gen Z the soundtrack to their summer.
Following the launch of Frappélists, we reached 8.8 million users on TikTok and drove a 159% increase in followers on Costa Coffee's TikTok channel. We demonstrated how Social can build brand love with younger audiences, whilst also driving sales and penetration. After the launch of the summer Frappé range, the cold drinks share of the Costa Coffee menu grew from 5% to 24%. We gave Gen Z the soundtrack for their summer and by utilising music and the people that make it at a grassroots level, we were also able to give an unprecedented platform for young British music.