THE CHALLENGE
While a wildly successful coffee chain in the UK, Costa needed a hands-on transcreation partner for their expansion into the French market. The biggest challenge for the company was to meet three important criteria ahead of the launch: retain the strength of the Costa brand, ensure international consistency in its positioning, and successfully adapt the marketing for the new target audience. A major criteria for the coffee chain was not to try and redevelop Costa as a French brand, so retaining its true original identity was hugely important to them.
THE SOLUTION
Textappeal provided strategic recommendations based on an in-depth local market insight report, carried out by both our locally based experts and experienced advertising professionals in our central London hub. The research covered all areas from brand recognition to the local coffee culture, serving as a powerfully intelligent platform to dictate or influence all future marketing activity for the specific market.
As an exciting first for Costa, we provided a number of variations on the marketing assets to test for local effectiveness. One set strictly adhered to the original masters (adapted for France), one reflected our market insight recommendations, and another represented a much more creative approach, working back from the French or Parisian target.
Costa have also used Textappeal for a number of other launches in culturally divergent and challenging markets.
