Why Costa’s newest ‘store’ won’t serve many customers or sell much coffee

Costa Coffee announced yesterday that it going to open a store…on Coronation Street.

In an ITV first, viewers will see a Costa Coffee storefront as part of a new extended Weatherfield set. The soap has also made a similar deal with the Co-op.

Both facades will be fully branded and open for business in Spring 2018 with other assets such as posters, bags and cups integrated across the iconic programme.

The new agreements also include digital and brand-licensing aspects for both brands, enabling them to use Coronation Street assets and extend the alliance off-air. costa_coop_rovers_2

Eric Tavoukdjian, commercial marketing director for Costa Coffee called it an “innovative” partnership.

“As the nation’s favourite coffee shop and a presence on the UK high street for more than 40 years, we feel it’s perfect to have a presence on one of the nation’s favourite and most iconic soaps. We’re looking forward to partnering with the ITV team to integrate the Costa Coffee brand into Coronation Street as part of this exciting Weatherfield set extension.”

First broadcast in 1960, Coronation Street is the longest-running soap on British TV and the most watched soap in the country.

Product placement was introduced in the UK in 2011 and ITV led the way with the very first deal on British screens. In the same year the first peak time product placement was introduced in Coronation Street and since then ITV has brought together brands and programmes with product placement agreements across the ITV schedule.

Mark Trinder, sales director of ITV, said: “The expansion of the Coronation Street set has given us a great opportunity to feature branded shop facades as more of Weatherfield is opened up to viewers. Incorporating product placement on this scale is something we have wanted to do for some time and we’re delighted with this exciting opportunity.”

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