David Hunt, managing director of Integer China, explained that the agency would be responsible for both in-store branding and promotions and external communications to raise awareness of the brand and adapt its global branding platform to make it relevant to the Chinese market. The focus would be on attracting young, white-collar customers, Hunt said.
Hunt added that while it was necessary to overcome the perception of coffee among Chinese consumers as an overly bitter-tasting drink by encouraging trial, the next step would be emphasising the lifestyle appeal of Costa’s coffee shops.
Shanghai would be the initial centre of branding activities, Hunt said, adding that Costa was also looking to expand into other markets in China.
