Costa Coffee Press Release Global Olympics

The campaign is Costa Coffee’s most integrated yet, from film, OOH and radio advertising right through to social
media, packaging and gamification.

Costa Coffee and Pablo have been keen to ensure that the sponsorship felt authentic, credible and one where
the brand felt integrated into the campaign instead of an afterthought. One of the early insights that the team
struck upon was that during global sporting events such as the Olympics, many other headline sponsors focus
on the winning moments, and not the journey to get there. So, Costa Coffee, embracing it’s challenger brand
roots, decided to do something different and shine a light on the parallels between the daily pursuit of
perfection embarked upon by each athlete and the perfection Costa Coffee constantly strives for, every day in
their coffee. It is through this relentless pursuit of perfection that they both strive to achieve the best possible
result, be it a gold medal for an Olympian or crafting the perfect cup of coffee for Costa Coffee.

Similarly in the world of our athletes, we wanted to go beyond the pinnacle of sporting glory that we usually see
and investigate the daily acts that lead up to it. The findings were fascinating, many athletes not repeating their
actual discipline but rather perfecting lots of small elements that all build to the perfect moment when they’re at the games. Working closely with each athlete, we found what their daily rituals and regimes were and spent time exploring these with the camera.