Costa Coffee were launching their innovative new brews into a concept store in Covent Garden. The premium proposition needed to retain current customers and attract a new discerning audience.
The challenge was to retain the current audience while the store was closed for refurbishment, and to attract people back to the new improved offer.
Our strategy: give people a sneak preview
Hoardings are often an afterthought, there to hide the building work inside. We used the hoardings as an advertising canvas, hinting at the innovation that Costa have been brewing behind the scenes. We created peep holes in the hoardings with visuals on the other side to show the drinks and create desire for the new drinks even before the store had opened.