Coca-Cola has given way to Costa Coffee on the iconic Piccadilly Lights, the first time Costa Coffee has appeared on the famous sign.
To celebrate the launch of Costa Coffee Ready-To-Drink, the creative went live on Tueday 27th August to kick-start a new marketing campaign for Costa Coffee Ready-To-Drink, the first jointly created product since Coca-Cola acquired Costa Coffee earlier this year.
The creative forms part of an integrated marketing campaign featuring OOH, digital, PR and sampling. The doors also opened to the ‘Costa Coffee Flavour Rooms’ pop-up on Thursday 29th August at the old Truman Brewery.
Simon Harrison, Vice President of Commercial Development at Coca-Cola European Partners, said: “Coca-Cola has been an iconic fixture on the Piccadilly Lights for more than 60 years and there’s nowhere better for us to celebrate our new relationship with Costa Coffee.
“We’re constantly innovating, and Costa Coffee Ready-To-Drink is the latest exciting example. We’re looking to disrupt and define the Ready-To-Drink coffee category and continue to provide more choice for coffee lovers to enjoy, whatever the occasion.”
Sarah Barron, Chief Growth Officer at Costa Coffee said: “As the nation’s favourite coffee shop brand, we have a track record of innovation and category disruption. Our warm and welcoming stores, world-leading Costa Express machines and growing at-home range provide coffee lovers with access to our brand across multiple touch points. Our new chilled Ready-To-Drink range is the next iteration of our exciting evolution.
“It’s an extraordinary and historic moment for us as we take centre stage at this London landmark. The bright lights of Piccadilly Circus have long been synonymous with Coca-Cola, and so it feels like perfect opportunity to commemorate our new partnership. We’re looking forward to lighting up this iconic part of the West End.”
About Costa Coffee Ready-to-Drink
Costa Coffee Ready-to-Drink launched in Great Britain last month, providing coffee lovers with a new range of three chilled on-the-go coffees – Black Americano, Classic Latte and Caramel Latte – all with proper coffee at their heart.
Brewed with Costa Coffee’s Mocha Italia Signature Blend coffee beans used across our stores and Costa Express machines, each contains a double shot of espresso and is served in a 100% recyclable 250ml aluminium can. Costa Coffee Ready-to-Drink contains 30% less sugar and less milk than other options in the market.
The History of Coca-Cola and the Piccadilly Lights
Coca-Cola first appeared in London’s Piccadilly Circus in 1955, on a neon sign measuring 44 sq ft. Operating on a 17-second timing sequence, it would spell out the words “Have a Coke”, followed by double yellow outline tubes reading “Delicious” and “Refreshing”. The trademark “Coca-Cola” would appear at the end of the sequence as the lights spiralled around in a circle.
In 2017 the screen was replaced with a curved, ultra-high definition 4k resolution screen with 11,858,400 pixels and 281 trillion colours.