Meteorite adds flavour to Costa’s Flat White launch

Meteorite has developed an integrated campaign for the launch of Costa Coffee’s new Flat White product.

The new coffee, billed by Costa as ‘richer than a latte, creamier than a cappuccino’, launches nationwide in Costa stores today.

The Flat White, believed to have been developed in Australia and New Zealand, is prepared by pouring the milk from the bottom of the steaming pitcher over a single shot of espresso.

Integrated marketing consultancy Meteorite has been working with Costa for five years, according to a spokeswoman.

Previous work includes advertising and point-of-sale collateral for various campaigns.

Meteorite started work on the Flat White campaign last year, according to art director Chris Jeffries.

The consultancy was tasked with launching and showcasing the new drink, as well as helping to develop the name.

The consultancy has created a campaign using the slogan ‘coffee lovers unite’. Jeffries says, ‘During the market research, we realised people tended to fall into “coffee tribes” – for example, they only drink lattes or cappuccinos, and rarely deviate from these.

‘However, we found that whichever coffee people preferred, they all like flat whites, hence the strapline.’ Gennaro Pelliccia, master of coffee at Costa, says, ‘There has been a gap in the UK market for a rich, yet smooth and creamy coffee. The Flat White fills this space perfectly.’

Meteorite is also working on point-of-sale, launch material and digital material, which will include a website makeover. Jeffries says the campaign aims to ‘make the coffee the hero’, and focus on the ‘looks, taste and experience’ of the new product.

The Flat white

  • Available in Costa stores nationwide today, costing £2.25
  • Each is hand-finished with a distinctive pattern
  • The coffee is only served in small sizes
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Comments
  • Benn November 30, -0001 at 12:00 am

    Well let’s see if they have a clue as to how to texturise the milk.

    Hand finished? Err… it’s a coffee. It’s done by hand start to end if it’s to be done properly. Somehow I reckon there will be more emphasis on the coffee art presentation.

    The proof is in the pudding. Do I get my 2 quid back tomorrow if I’m failed?

    Oh and lastly, what do you mean by the comment that the agency were tasked with conceiving the name? If it’s a flat white, it’s a flat white.

    Geez… I’m a sceptic, but after being in London for 10 weeks and only getting a handful of decent flat whites from the top shelf of coffee shops, I can’t see these guys nailing it.

  • Benn November 30, -0001 at 12:00 am

    Well let’s see if they have a clue as to how to texturise the milk.

    Hand finished? Err… it’s a coffee. It’s done by hand start to end if it’s to be done properly. Somehow I reckon there will be more emphasis on the coffee art presentation.

    The proof is in the pudding. Do I get my 2 quid back tomorrow if I’m failed?

    Oh and lastly, what do you mean by the comment that the agency were tasked with conceiving the name? If it’s a flat white, it’s a flat white.

    Geez… I’m a sceptic, but after being in London for 10 weeks and only getting a handful of decent flat whites from the top shelf of coffee shops, I can’t see these guys nailing it.

  • Benn November 30, -0001 at 12:00 am

    Well let’s see if they have a clue as to how to texturise the milk.

    Hand finished? Err… it’s a coffee. It’s done by hand start to end if it’s to be done properly. Somehow I reckon there will be more emphasis on the coffee art presentation.

    The proof is in the pudding. Do I get my 2 quid back tomorrow if I’m failed?

    Oh and lastly, what do you mean by the comment that the agency were tasked with conceiving the name? If it’s a flat white, it’s a flat white.

    Geez… I’m a sceptic, but after being in London for 10 weeks and only getting a handful of decent flat whites from the top shelf of coffee shops, I can’t see these guys nailing it.

  • Benn November 30, -0001 at 12:00 am

    So I had a flat white today at their Bloomsbury outlet.

    Was it of a decent quality? No. About a 4/10. Milk wasn’t texturised as I thought would be the case and coffee was weak.

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