Can Costa solve Coca-Cola’s sugar problem? #MontageMashup

Hello… welcome to the latest #MontageMashup, where each week we bring you the latest news and views from across the marketing industry. In this week’s mashup, we take a look at Coca-Cola’s Costa Coffee buyout, the brewery paying homage to the last Blockbuster, Lucozade-filled Oohos, and much more! So, let’s get started…

Costa, meet Coca-Cola

From aligning Coke Zero and Coca-Cola branding to introducing new Diet Coke flavours, it’s no secret that Coca-Cola is trying to cut back on its sugar intake. The latest move is arguably bigger and better: buying cafe giant, Costa Coffee. In a shocking move for the coffee chain market, Coca-Cola has bought Costa Coffee in a deal worth £3.9bn. Alison Brittain, the chief executive of Costa’s owner Whitbread, used a somewhat archaic wedding analogy to describe the decision: “The other suitors weren’t wearing the right suit or driving the right car … It’s Coke we decided to go up the aisle with, with a very large ring on our finger.” The question for Coca-Cola is, will people continue to buy very large or ‘massimo’ coffees when they take over?

The Last Blockbuster

Remember VHS tapes? Remember the buzz of going to your local Blockbuster? This nostalgia has now been bottled up by an Oregon-based beer company. In an ode to the last Blockbuster in existence, also in Oregon, 10 Barrel Brewing has made The Last Blockbuster beer. Utilising the iconic blue and yellow packaging, the beer will be available for a limited time in six US locations. (In case you’re not following them already, The Last Blockbuster’s Twitter account is a real laugh, a great mix of sarcasm and dry wit.) To celebrate the launch of the beer, the one remaining Blockbuster will have a block party with beer flowing and films playing.

Campbell’s comeback

It’s a natural assumption that when someone mentions the brand Campbell’s, you think of Andy Warhol’s 1962 painting ‘Campbell’s Soup Cans’. This, however, may all be about to change. The company has created a brand new product, named V8+Hydrate, that is set to launch exclusively online. It’s a low-calorie, vegan-friendly, non-GMO and gluten-free hydration beverage – not quite the homely soup we’re used to. Diego Palmieri, Campbell’s U.S. Meals and Beverages CMO, said the company is “looking forward to gathering some consumer data from this initial launch […] that we may not be able to capture through the traditional retail model.”

Lucozade creates edible packaging

Plastic is on every brand’s hit list right now and Lucozade is no different. The drinks company are in talks with Skipping Rocks Lab, a materials engineering start-up that has created the Ooho, a plastic alternative. In case you’re unacquainted, an Ooho is an edible and compostable packaging option, ideal for storing drinks. Made from seaweed extract, they naturally biodegrade in a few weeks. Lucozade is trialling the product at sports events this month: Lucozade-filled Oohos are set to be handed out to competitors at Tough Mudder and Richmond Marathon. They will no doubt go down well – anyone doing a crazy obstacle course or running a marathon wants a drink whether it’s in a seaweed container or a plastic one. Right?

Lastly, Hello Kitty becomes a vlogger…

Your favourite British school girl (no, shockingly, she’s not a Japanese cat) is set to become a Youtube star. Kitty White – Hello Kitty’s proper name, FYI – has joined the world of vloggers and influencers. In her first video, she details how her manager told her, “Kitty, the internet is dangerous,” but she wanted to brave it and reach out to her online fans. If you want to be inspired to try new things, whether they’re scary or not, have a watch of her video below:

Don’t forget to check out next week’s #MontageMashup, right here on the blog!

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About the author

Lilli Hender

Lilli is a Senior Account Executive at Montage Communications. She has worked in B2B and B2C PR, marketing and communications for a number of years. She's an industry news junkie: keeping up to date with the latest trends and spotting the most exciting campaigns out there. This knowledge is applied to her work here at Montage, of course.