Although in independent taste tests Costa Coffee may well beat that of Starbuck's, the approach Costa are using is no different to what Burger King have been doing to McDonald's for the past fifteen years, in particular the 1997 US French Fries campaign BK launched - "the taste that beat McDonald's fries", which mirrored the ongoing Coca-Cola/Pepsi debate stating that Pepsi is the preferred choice in blind taste tests. Costa's strap line, 'Sorry Starbucks, The People Have Voted', is surely just another example of the underdog trying to outdo the champion? As with Burger King and Pepsi, Costa's wow factor is considerably lower than Starbucks, who ranked 85th in the 2008 Interbrand best global brands. In terms brand perception, why have BMW when you can have Rolls Royce, even if BMW if faster?
Tuesday, 5 May 2009
Costa Coffee campaign targets rival Starbucks
Although in independent taste tests Costa Coffee may well beat that of Starbuck's, the approach Costa are using is no different to what Burger King have been doing to McDonald's for the past fifteen years, in particular the 1997 US French Fries campaign BK launched - "the taste that beat McDonald's fries", which mirrored the ongoing Coca-Cola/Pepsi debate stating that Pepsi is the preferred choice in blind taste tests. Costa's strap line, 'Sorry Starbucks, The People Have Voted', is surely just another example of the underdog trying to outdo the champion? As with Burger King and Pepsi, Costa's wow factor is considerably lower than Starbucks, who ranked 85th in the 2008 Interbrand best global brands. In terms brand perception, why have BMW when you can have Rolls Royce, even if BMW if faster?
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