Brushing Up on Oral Care Innovations
Costa Coffee: NPD
Making a splash with a major new launch
Following it’s acquisition by Coca-Cola, Costa Coffee wanted to make a splash with a major new ready-to-drink offering. They enlisted our help to create a brand relevant experience, without relying on the sights, sounds and smells of a Costa Coffee shop.
APPROACH
To create something truly inspired by target consumers, Costa turned to MMR for an innovation RetrEAT. We brought clients, consumers and category experts together for an interactive sensory-led co-creation workshop. The goal was to discuss all aspects of the concept and transform it into a fully aligned product, pack and brand proposition—in just two days!
OUTCOME
The RetrEAT identified the optimal liquid formulations, packaging and communication strategies and became the basis of the brand’s first major product launch since their acquisition. With our help, Costa were able to take the product from concept to shelf in a matter of months.
Within one year, Costa Ready-to-Drink became an £8m brand, and the number three ready-to-drink coffee brand in the UK, with no signs of slowing down.
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