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REBRANDING COFFEEHEAVEN INTO COSTA COFFEE

 

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We have developed and applied the strategy for rebranding CoffeeHeaven into Costa Coffee. The process covered more than a hundred coffee shops. The BTL advertising campaign was split into three stages of providing information about the upcoming change to the customers: before the refurbishing, during the refurbishing, and finally after the rebranding had fully taken place. The concept of “taking a break” serves as a framing device that ties together all the stages of communication with the customers. The campaign is entitled “Stop for a Breath”. This idea corresponds to the values that the Costa Coffee customers cherish – they visit cafés not only to have a cup coffee, but also to unwind and indulge in a moment of rest during their day.