Restaurants: Crack, sip, repeat: Strategy behind Costa Coffee, Chunk’s dreamshake collab

Why it is the topic trending:

• First-Ever Collaboration for Both Brands in the UAE: This partnership marks Costa Coffee’s first collaborative drink drop in the UAE and Chunk’s debut into drinks, making it a novel and newsworthy event in the regional food and beverage scene.

• Innovative Product Combining Coffee and Dessert: The creation of limited-edition Dreamshakes, blending Costa Coffee with Chunk’s cakes, offers a unique and appealing product that is likely to generate interest and curiosity among consumers.

• Strategic Goal of Reaching New Consumer Segments (Gen Z): The collaboration explicitly aims to increase brand awareness, encourage trial, and attract new consumer segments, especially Gen Z, which is a key demographic for many brands.

• Successful Social Media Buzz and Engagement: The campaign rollout on social media has generated significant buzz and high engagement, with teaser posts gaining hundreds of thousands of views and positive comments from users.

• "Crack" Ritual Creating Shareable Moments: The "crack" moment associated with the drink has become a social media ritual, encouraging user-generated content and making the product visually appealing and shareable online.

• Signal of a New Direction for Costa Coffee: The success of this collaboration signals a potential new strategy for Costa Coffee to engage in more bold and unexpected collaborations in the future, indicating a shift in their marketing approach.

Overview:

• The article discusses the strategic collaboration between Costa Coffee and Chunk's in the UAE to launch two limited edition Dreamshakes, marking a first for both brands in the region. The partnership aims to drive brand awareness, trial, and entry into new consumer segments, particularly Gen Z, by combining Costa Coffee with Chunk's popular cakes into innovative drinks. The campaign was rolled out through social media, in-store promotions, CRM, and delivery platforms, leveraging influencer storytelling and user-generated content around the iconic "crack" moment of the drink. The overwhelming positive response and buzz suggest a successful initiative that may signal a new direction for Costa Coffee in terms of creative collaborations.

Detailed findings:

• Costa Coffee and Chunk's collaborated to release two limited edition Dreamshakes in the UAE.

• This is Costa Coffee’s first-ever collaborative drink drop in the UAE and Chunk’s debut into drinks.

• The partnership aims to drive brand awareness, trial, and entry into new consumer segments, especially Gen Z.

• The campaign involved social media releases, in-store promotions, CRM, and delivery platforms.

• It utilized digital takeovers, influencer-led storytelling, and app content.

• Costa Coffee saw strong love from locals who are fans of Chunk’s cakes and are excited to try them in a drink format.

• Social media played a central role in the campaign, with content ranging from user-generated to influencer collaborations.

• The first teaser posted by Costa gained over 300k views.

• Influencers were carefully selected based on their familiarity with either brand and were considered loyal fans.

• The Dreamshakes will be available for a limited time of three months until July 6th.

• The success of this campaign signals a new direction for Costa Coffee, with plans for more bold and unexpected collaborations in the future.

Key success factors of product (trend):

• Novelty and Uniqueness: Combining coffee and cake into a drink format offers a unique and intriguing product that stands out.

• Brand Synergy: Leveraging the existing popularity and customer base of both Costa Coffee and Chunk's creates a powerful synergy.

• Strong Social Media Strategy: A well-executed social media campaign generated significant buzz and engagement.

• Visually Appealing and Shareable Product: The "crack" moment of the drink provided an iconic and shareable element for social media content.

• Targeting Gen Z: The collaboration specifically aimed to reach a key demographic known for its engagement on social media and interest in new experiences.

• Limited-Time Availability: The limited availability of the Dreamshakes likely created a sense of urgency and encouraged trial.

Key takeaway:

• The strategic collaboration between Costa Coffee and Chunk's in the UAE to launch Dreamshakes successfully generated significant buzz and positive reception, particularly among Gen Z, by creating a novel product, leveraging social media effectively, and offering a shareable experience, signaling a potential new direction for Costa Coffee's marketing strategy through bold collaborations.

Main trend:

• The main trend is strategic brand collaboration in the food and beverage industry to create novel products and expand reach, particularly targeting younger demographics. This can be named Synergistic F&B Brand Mashups.

Description of the trend (please name it):

• Synergistic F&B Brand Mashups: This trend involves two or more distinct brands within the food and beverage sector strategically partnering to develop and market a novel product or experience that combines elements of each brand's identity and appeal. The goal is often to leverage the strengths of each partner to reach new consumer segments, generate buzz and trial, and create a product that is more unique and attention-grabbing than what either brand could achieve on its own. These collaborations often tap into existing brand loyalty and aim to create "moments worth sharing," particularly on social media.

What is consumer motivation:

• Desire for Novelty and Excitement: Consumers, especially younger demographics like Gen Z, are often drawn to new and exciting food and beverage offerings that provide a unique experience.

• Brand Affinity and Loyalty: Fans of both Costa Coffee and Chunk's would be naturally curious and motivated to try a product that combines their favorite brands.

• Social Sharing and Trend Participation: The visual appeal and unique "crack" ritual of the Dreamshakes motivate consumers to share their experience on social media and participate in a trending topic.

• Seeking Indulgent Treats: The combination of coffee and cake caters to consumers looking for an indulgent and satisfying treat.

• Convenience and Hybrid Products: A drink that incorporates dessert elements offers a convenient way to enjoy both coffee and something sweet simultaneously.

• Fear of Missing Out (FOMO): The limited-time availability and social media buzz around the Dreamshakes can create a sense of FOMO, prompting consumers to try it before it's gone.

What is driving trend:

• Increased Competition in the F&B Industry: Brands are constantly looking for ways to stand out from the competition and attract new customers.

• Power of Social Media for Virality: Collaborations that create visually appealing and shareable content have a high potential for virality on platforms like Instagram and TikTok.

• Desire to Reach Gen Z: Younger demographics are influential consumers, and collaborations can be an effective way to gain their attention and loyalty.

• Brand Diversification and Innovation: Collaborations allow brands to step outside their traditional product offerings and explore new avenues for innovation.

• Leveraging Complementary Brands: Partnering with brands that have a complementary customer base or product offering can lead to mutually beneficial outcomes.

• Marketing Efficiency and Amplified Reach: Combining marketing efforts and audience reach can be more efficient and impactful than individual campaigns.

What is motivation beyond the trend (detailed description):

• Seeking Joy and Pleasure in Everyday Moments: The campaign's message about "joy doesn't need a reason" taps into the fundamental human desire for moments of pleasure and indulgence in everyday life.

• Appreciation for Creativity and Innovation: Consumers often appreciate brands that are creative and innovative in their product development and marketing efforts.

• Desire for Unique and Memorable Experiences: In a world saturated with products, consumers are often drawn to experiences that are unique and create lasting memories.

Description of consumers article is referring to (what is their age?, what is their gender? What is their income? What is their lifestyle):

• Age: The campaign explicitly aims to reach Gen Z, which typically includes individuals born from the late 1990s to the early 2010s. The article also mentions strong love from locals who are fans of Chunk’s cakes, suggesting a broader appeal beyond just Gen Z, potentially including millennials and older demographics who are familiar with both brands.

• Gender: The article does not specify gender, and the appeal of coffee, sweet treats, and visually interesting beverages likely spans across genders.

• Income: Both Costa Coffee and Chunk's likely cater to a broad range of income levels, suggesting that the collaboration would also appeal to a diverse economic demographic.

• Lifestyle: The target consumers are likely individuals who are active on social media, interested in new food and beverage experiences, and enjoy indulgent treats. The emphasis on "moments worth sharing" suggests a lifestyle where online sharing of experiences is common. They are also likely consumers in the UAE, where the collaboration took place.

Conclusions:

• The Costa Coffee and Chunk's Dreamshake collaboration is a strategic move to drive brand awareness, trial, and reach new consumers, especially Gen Z.

• The campaign successfully generated significant buzz and positive engagement on social media.

• The novelty of the product and the shareable "crack" ritual contributed to its success.

• This collaboration signals a potential new direction for Costa Coffee towards more bold and unexpected brand partnerships.

Implications for brands:

• Strategic Collaborations Can Be Powerful: Partnering with complementary brands can be an effective way to reach new audiences and generate excitement.

• Social Media is Crucial for Launching Novel F&B Products: A strong social media strategy is essential for creating buzz and encouraging trial among younger consumers.

• Creating Shareable Moments Enhances Virality: Products and campaigns that offer visually appealing and interactive elements are more likely to be shared on social media.

• Understanding Target Audience Preferences is Key: Tailoring collaborations and products to resonate with specific demographics like Gen Z can lead to greater success.

Implication for society:

• Influence of Social Media on Food and Beverage Trends: Social media continues to play a significant role in shaping food and beverage trends and driving consumer behavior.

• Demand for Innovative and Experiential Products: Consumers are increasingly seeking out unique and memorable experiences in the food and beverage sector.

Implications for consumers:

• Access to Novel and Exciting Product Offerings: Consumers benefit from brands collaborating to create unique and interesting products that they might not otherwise encounter.

• Opportunities for Engaging and Shareable Experiences: Innovative products like the Dreamshake provide opportunities for consumers to create and share enjoyable moments on social media.

Implication for Future:

• More F&B Brand Collaborations: We can expect to see more strategic collaborations between food and beverage brands looking to innovate and reach new audiences.

• Increased Focus on Social Media-Driven Campaigns: Social media will likely remain a central platform for launching and promoting new F&B products and collaborations.

• Emphasis on Creating Experiential Products: Brands will likely continue to focus on developing products that offer a unique experience beyond just taste.

Consumer Trend (name, detailed description):

• Collaborative Consumption in F&B: Consumers are enthusiastic about and actively engage with novel food and beverage products that arise from collaborations between their favorite brands, often driven by curiosity, brand loyalty, and the desire for unique experiences.

Consumer Sub Trend (name, detailed description):

• Ritualistic Consumption for Social Sharing: Consumers are drawn to food and beverage products that have a unique ritual or interactive element associated with their consumption (like the "crack" of the Dreamshake), making them more appealing for sharing on social media.

Big Social Trend (name, detailed description):

• The Power of Visual Storytelling in Marketing: Social media's emphasis on visual content makes visually appealing and photogenic food and beverage products highly successful in capturing consumer attention and driving trends.

Worldwide Social Trend (name, detailed description):

• The strategic collaboration between food and beverage brands to create buzzworthy products and engage younger audiences through social media is likely a worldwide social trend.

Social Drive (name, detailed description):

• Desire for Novelty and Excitement: A fundamental social drive is the desire to experience new and exciting things, and innovative food and beverage collaborations cater to this.

• Social Connection Through Shared Experiences: Food and beverage experiences, especially those that are visually appealing and generate buzz, often become a way for people to connect and share experiences with others.

Learnings for brands to use in 2025 :

• Identify Potential Synergistic Brand Partners: Look for brands that complement your own in terms of target audience, values, or product offerings.

• Focus on Creating Truly Innovative Products: Collaborations should result in something novel and exciting that goes beyond just slapping two logos together.

• Develop a Robust Social Media Launch Strategy: Plan a comprehensive social media campaign that includes teasers, influencer engagement, and encourages user-generated content.

• Incorporate Shareable and Visually Appealing Elements: Design products and experiences that are photogenic and have interactive components that consumers will want to share online.

• Clearly Define Goals and Target Audience: Be specific about what you want to achieve with the collaboration and who you are trying to reach.

Strategy Recommendations for brands to follow in 2025:

• Initiate Exploratory Discussions with Complementary Brands: Reach out to potential partners and brainstorm innovative product or experience ideas.

• Allocate Budget for Strong Social Media Promotion: Recognize the critical role of social media and dedicate adequate resources to a comprehensive campaign.

• Consider Limited-Time Offerings for Increased Urgency: Creating a sense of scarcity can drive trial and engagement.

• Track Social Media Metrics and Consumer Feedback Closely: Monitor the campaign's performance and adjust strategies based on real-time data and consumer sentiment.

• Evaluate the Long-Term Impact on Brand Awareness and Perception: Assess whether the collaboration successfully achieved its strategic goals beyond just short-term buzz.

Final sentence (key concept) describing main trend from article:

• The article highlights the successful strategy of Costa Coffee and Chunk's leveraging a synergistic brand collaboration to create a novel Dreamshake that captured consumer attention and generated significant social media buzz, particularly among Gen Z.

What brands & companies should do in 2025 to benefit from trend and how to do it:

• Brands and companies in the food and beverage sector should explore strategic collaborations with complementary brands to create innovative and buzzworthy products by:

  • Identifying potential partners whose brand identity and target audience align with their own.

  • Investing in research and development to create truly unique and appealing product mashups.

  • Developing comprehensive social media marketing strategies to generate excitement, encourage trial, and facilitate user-generated content around the collaboration.

Final Note:

• Core Trend:

  • Strategic F&B Brand Mashups: Collaborations between food and beverage brands to create novel products and expand reach.

• Core Strategy:

  • Synergistic Partnerships and Social Media-Focused Launches: Partner with complementary brands and leverage social media to create buzz around innovative products.

• Core Industry Trend:

  • Emphasis on Novelty and Experiential F&B Offerings: The food and beverage industry is increasingly focused on creating unique and shareable experiences for consumers.

• Core Consumer Motivation:

  • Desire for Novelty, Indulgence, and Shareable Experiences: Consumers are motivated by the opportunity to try new and exciting products that offer an enjoyable and shareable experience.

• Final Conclusion: The successful collaboration between Costa Coffee and Chunk's demonstrates the potential of strategic brand mashups in the food and beverage industry to generate significant consumer engagement, particularly among younger demographics, and signals a growing trend towards innovative and experience-driven product development.

Core Trend, "Strategic F&B Brand Mashups":

• Description: Strategic F&B Brand Mashups describes the trend where two or more distinct brands within the food and beverage sector intentionally collaborate to develop and market a novel product or experience that combines elements of each brand's identity and appeal. The primary objective is often to leverage the established strengths and customer bases of each partner to reach new consumer segments, generate heightened buzz and trial, and create a product offering that is more unique and attention-grabbing than what either brand could typically achieve independently. These collaborations frequently aim to capitalize on existing brand loyalty and foster "moments worth sharing," particularly across various social media platforms.

• Key Characteristics of the Trend (summary):

  • Involves a partnership between two or more recognized food or beverage brands.

  • Results in a new, co-created product or experience that merges aspects of each brand.

  • Aims to expand brand reach and tap into new consumer demographics.

  • Often generates significant buzz and social media engagement due to the novelty.

  • Can leverage the established loyalty and following of both participating brands.

  • Typically focuses on creating a unique and memorable offering for consumers.

• Market and Cultural Signals Supporting the Trend (summary):

  • The successful collaboration between Costa Coffee and Chunk's to create Dreamshakes in the UAE.

  • Numerous other examples of limited-edition collaborations between food and beverage brands (e.g., fast-food chains partnering with snack brands, beverage companies collaborating with dessert makers).

  • The increasing consumer demand for novel and exciting food and beverage experiences.

  • The effectiveness of social media in amplifying the reach and impact of collaborative product launches.

  • Brands actively seeking innovative ways to differentiate themselves in a competitive market.

• How the Trend Is Changing Consumer Behavior (summary):

  • Consumers are becoming more receptive to and enthusiastic about trying co-branded food and beverage products.

  • There's an increased likelihood of consumers being influenced by brand partnerships that bring together familiar and beloved names.

  • Social media sharing of these unique and visually appealing collaborative products is becoming a common behavior.

  • Consumers may develop a heightened expectation for brands to innovate through collaborations, leading to increased trial and exploration of new offerings.

• Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, summary)):

  • For Brands and CPGs: Provides opportunities for increased brand awareness, customer acquisition, and potential revenue growth through the introduction of unique and highly marketable products.

  • For Retailers: Can drive foot traffic and sales by offering exclusive or limited-edition collaborative items that generate consumer excitement.

  • For Consumers: Offers access to innovative and often exciting new product combinations that may not have been available otherwise, enhancing the overall food and beverage experience.

• Strategic Forecast: The trend of Synergistic F&B Brand Mashups is likely to continue and even accelerate as brands recognize the significant benefits of collaboration in a competitive market. Expect to see more unexpected and creative partnerships emerge, particularly those leveraging the power of social media to drive consumer engagement and trial. Brands that can strategically align with complementary partners to create truly novel and desirable products will likely see significant success.

• Final Thought: The collaboration between Costa Coffee and Chunk's exemplifies the growing trend of strategic brand mashups in the food and beverage industry, demonstrating the potential for creating buzzworthy products that capture consumer attention, drive trial, and open doors to new market segments through the power of synergistic partnerships.

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Source: https://campaignme.com/crack-sip-repeat-the-strategy-behind-costa-coffee-and-chunk-first-ever-dreamshake/