Costa Coffee and AnalogFolk are on a mission to attract the next generation of coffee drinkers through social and digital first content that inspires brand love with younger consumers. Gen Z thrives on TikTok more than any other platform, making it the perfect place for Costa Coffee to deliver on their brand mission which is to ‘bring joy to all’.
‘The Festive Remix’, a TikTok first campaign, was born out of the insight that festive music is the perfect way to embrace the holiday spirit and bring people together. After two Christmases where the pandemic has impacted people’s ability to be together, Costa Coffee wanted to lean into its position as the perfect venue for people to connect with loved ones by encouraging customers to come back together and enjoy an indulgent festive drink while doing so.
Costa Coffee’s 2022 festive campaign aimed to put a spotlight on Costa Coffee’s festive drinks menu, inspired by Toblerone and the return of the fan favourite - the Terry’s Chocolate Orange Hot Chocolate. The campaign invited chocolate-loving fans to indulge their re-mixed taste sensations with the launch of these two new drinks.
To celebrate the launch, we created ‘The Festive Remix’, a TikTok first campaign that saw the brand partner with musician, creator and TikTok sensation, Fin Draper. Draper has gained almost 9 million followers on his TikTok account, where he posts videos of the soundscapes he makes using everyday household objects.
We challenged Fin to create an exclusive remix of the festive classic ‘Carol The Bells’ by asking him to replace his signature musical water glasses with items found in a Costa Coffee store. From tapping on cups and clinking latte glasses, to fridge doors slamming, coffee beans being ground, and steam blowing from the coffee machines, Fin used them all to get the right tones and sounds to interpret this well-known piece of music into something new. Just as Costa Coffee has remixed their classic drinks, so too Fin put his signature spin on the classic song.
'The Festive Remix' was activated with a TikTok first hero video that was played out across Costa Coffee’s social channels: TikTok, Instagram Reels, Snapchat and Facebook. The ad also played out on Fin’s own TikTok channel, with support from a series of other influencers who ‘dueted’ the track on the platform. The hero film was supported by a series of product-focused animations that ran from the 3rd November to coincide with the launch of the festive drinks range.
Fin Draper's exclusive version of ‘Carol the Bells’ for the ‘Festive Remix’ campaign had 9M views, 230,000 likes and saw Costa Coffee’s TikTok channel grow by 37.8%.
