Coca-Cola is supporting the launch of Costa Coffee Ready-To-Drink (RTD) with UK-wide marketing and advertising, which includes adverts at Piccadilly Lights in London.

The creative goes live today (27 August) and will run for three days to kickstart a campaign of support for the rollout of the first jointly created product since Coca-Cola acquired Costa Coffee earlier this year.

The integrated marketing campaign includes OOH, digital, PR and sampling, as well as the opening of the Costa Coffee Flavour Rooms pop-up shop on 29 August at the old Truman Brewery.

Simon Harrison, vice president of commercial development at Coca-Cola European Partners (CCEP), said: “Coca-Cola has been an iconic fixture on the Piccadilly Lights for more than 60 years and there’s nowhere better for us to celebrate our new relationship with Costa Coffee.

“We’re constantly innovating, and Costa Coffee Ready-To-Drink is the latest exciting example. We’re looking to disrupt and define the Ready-To-Drink coffee category and continue to provide more choice for coffee lovers to enjoy, whatever the occasion.”

Sarah Barron, chief growth officer at Costa Coffee, added: “As the nation’s favourite coffee shop brand (Allegra Strategies 2019), we have a track record of innovation and category disruption. Our warm and welcoming stores, world-leading Costa Express machines and growing at-home range provide coffee lovers with access to our brand across multiple touch points. Our new chilled Ready-To-Drink range is the next iteration of our exciting evolution.

“It’s an extraordinary and historic moment for us as we take centre stage at this London landmark. The bright lights of Piccadilly Circus have long been synonymous with Coca-Cola, and so it feels like perfect opportunity to commemorate our new partnership. We’re looking forward to lighting up this iconic part of the West End.”