COSTA new marketing coffee pull flower appeared Harry Potter glasses

Taking advantage of Prince William's visit to China and the release of Paddington Bear, British coffee chain COSTA has also recently started a round of marketing activities called "Strange British, Unexpected Encounter". Starting March 6, COSTA stores in addition to North China will offer cappuccino and mocha with special pull flowers. These special pull flowers are specially matched with English literature, so you can see milk bubbles including pipes, rabbits, lightning bolts and round glasses, which echo famous English novels.

In addition, since this is a literary-related marketing, COSTA has also partnered specifically with Amazon to provide Kindle experience areas in the store. Unlike chain coffee, COSTA seems to want consumers to enjoy coffee in the store at leisure. In addition to this theme related to English literature, COSTA has also used British elements to market recently. Not long ago, it launched a limited edition new product, Earl Grey Coffee, which was launched between the Lunar New Year and March 5 with the help of Earl Grey tea, a British specialty tea. As British dramas such as Downton Abbey and Sherlock hit theaters at home, products about British culture are bound to be more popular than ever. By drawing lessons from British elements, more people can realize the British nature of COSTA. While COSTA finally surpassed Starbucks in the UK in 2010, in China the gap is only becoming more pronounced. So, will the marketing strategy of selling the UK as a selling point recover COSTA's current weakness?