- Costa Coffee RTD targets Gen Z with motivational campaign fronted by Roman Kemp and Olivia Attwood
- Until 17 July, shoppers can WhatsApp +44 7763 218 600 for the chance to receive a personalised voice note from Olivia or Roman for the ultimate motivation
- RTD coffee, which is forecast as the highest growth category in soft drinks, is currently worth over £323 million
Costa Coffee, the Nation’s Favourite Coffee Shop for 15 consecutive years, is activating a category-first motivational campaign – the Costa Hypeline – to boost chilled coffee consumption and deliver cut-through for the brand in the fast-growing ready-to-drink (RTD) coffee segment.
Hypeline invites consumers to WhatsApp +44 7763 218 600 with their name, reason for needing a motivational boost and choice of a personalised voice note pep talk from well-known media personalities Roman Kemp and Olivia Attwood.
On 17 July, selected participants will receive a personalised audio message offering a quick burst of encouragement – ideal for tackling a tough day at work, exam prep or simply breaking the afternoon slump.
The activity coincides with Costa Coffee RTD’s wider campaign supporting the relaunch of its Latte range and is designed to encourage consumers to grab a new, deliciously smooth chilled Latte and power through low-motivation moments. Wider brand support includes a media campaign throughout the summer across OOH, digital audio, influencer and YouTube, as well as mass sampling of the new Latte range and activating at Boardmasters Festival, with a promotion now live offering instant-win cash prizes and festival tickets.
Backing growth in a fast-moving category
The Hypeline lands at a pivotal moment for RTD coffee, which is forecast as the highest growth category in soft drinks, currently worth over £323 million.
Costa Coffee’s RTD portfolio was refreshed in May of this year and features a silkier, smoother Latte recipe and bold new packs across its Double Shot +, Lattes and Frappé sub-ranges - developed to engage a younger audience aged 16 and over.
“We all know that feeling of running low on energy and our research shows it’s incredibly common, with 91 per cent of Brits saying they feel mentally drained at work and 77 per cent reaching for a little boost to get through the day,” said Helen Kerr, Associate Director, Commercial Development, at (CCEP). “The Hypeline is our way of bringing a smile and a bit of motivation when it’s needed most – paired, of course, with one of our silky-smooth chilled Lattes.
“Considering at the end of 2024, more than a quarter of UK households were purchasing RTD coffee, with this campaign we’re helping retailers tap into that momentum and offer shoppers something that’s not just functional but genuinely uplifting too.”