Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

Costa claims victory in ad war with Starbucks

16 June 2010
Costa claims victory in ad war with Starbucks

Costa Coffee has claimed victory in its battle with Starbucks over an aggressive advertising campaign in which it claimed that "7 out of 10" coffee lovers preferred its coffee.

The Advertising Standards Agency has not upheld any of Starbucks' complaints concerning the poster campaign, which started in March last year, and also contained the line "Sorry Starbucks - the people have voted".

Starbucks said that the slogans "Starbucks Drinkers Prefer Costa" and "7 Out of 10 Coffee Lovers Prefer Costa" were misleading and that the research that led to Costa's claims was flawed.

Costa's research, conducted by marketing consultancy Tanglible Branding, subjected 57 people to a blind tasting of capuccinos from Costa, Starbucks and Caffè Nero.

Jim Slater, marketing director of Costa Coffee, said: "Costa has been totally exonerated. The adjudication is good news, but not a surprise. The ASA has run an extremely thorough investigation, which has found Starbuck's complaints to be without merit: 7 out of 10 coffee lovers really do prefer Costa cappuccino."

A Starbucks spokesperson said: "It's puzzling that the ASA has changed its mind since its initial findings in our favour - especially as OFCOM ruled the campaign was misleading as long ago as September. However, our coffee is Fairtrade and from the best 3% of the crop and the fact we have a record number of customers says more about it than a paid-for survey based on just 57 people."

Costa leads coffee sector into ‘knocking' campaigns >>

Costa Coffee launches the ‘flat white' nationwide >>

Starbucks ‘obsessive' finds British baristas more polite than Americans >>

By Neil Gerrard

E-mail your comments to Neil Gerrard here.

If you have something to say on this story or anything else join the debate at Table Talk - Caterer's new networking forum. Go to www.caterersearch.com/tabletalk

Caterersearch.com jobs

Looking for a new job? Find your next job here with Caterersearch.com jobs

[Newsletters For the latest hospitality news, sign up for our e-mail newsletters.
The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Check mark icon
Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.

close

Ad Blocker detected

We have noticed you are using an adblocker and – although we support freedom of choice – we would like to ask you to enable ads on our site. They are an important revenue source which supports free access of our website's content, especially during the COVID-19 crisis.

trade tracker pixel tracking