Coca-Cola looks forward to Costa, backwards with new ads

Coca-Cola is buying the UK’s Costa coffee chain from Whitbread for £3.9bn (Costa at least has the benefit that it’s not a sugary drink although it could do with smartening up).

This pits Coke against Nestle and others like privately-owned JAB.

It may be a success but Coke might care to remember McDonald’s investment in Pret A Manger, not a success. Retail is markedly different from a brand business like Coke.

In the meantime Coke seems to be reverting its ad style of yore in this effort from McCann Europe.

Looks like a company that can’t make up its mind what it is, if you compare this with its more recent efforts.

Good luck with Costa.

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