621 Costa Coffee has unveiled ‘Made With Heart,’ its most significant global brand platform in recent years, marking a strategic shift from product-centric marketing to emotionally resonant storytelling. The campaign, launched in the UK on May 16, 2025, features two poignant films directed by Tony Barry of Knucklehead, portraying everyday moments—a student departing for university and a couple navigating conflicting work shifts—highlighting the comforting role of sharing a Costa Coffee in daily life. Developed by WPP Open X, led by Essence Mediacom, the integrated media plan spans television, BVOD, radio, YouTube, and social media, aiming to build brand affinity and deepen emotional engagement. Social activities are spearheaded by AnalogFolk, with CRM managed by M&C Saatchi, ensuring a cohesive message across all consumer touchpoints. This initiative represents a strategic pivot for Costa Coffee, moving beyond traditional product-led campaigns to forge deeper emotional connections with consumers. The ‘Made With Heart’ platform is set to roll out globally, starting with the UK. In the Indian market, Costa Coffee is experiencing rapid growth, with over 200 outlets operated through franchise partner Devyani International Ltd (DIL) and plans to open 40 to 50 new stores annually. Global CEO Philippe Schaillee has identified India as a potential top-five market within the next five years, emphasizing the country’s evolving taste and increasing demand for premium coffee experiences. You Might Be Interested In Marketing in the Dark: Crypto Exchanges Navigate Ad Bans Facial Recognition, Baldness, and Sun Protection: Mami Wata’s Innovative New Campaign Horizon Media Opens Its Ad Tech Playbook—And Invites Clients Inside Why retail and grocery brands are taking over ChatGPT advertising The Phone Brand that Markets Without Marketing Why B2B Brands Are Turning to Employees for More Authentic Content
