Costa Coffee this weekend insured their chief taster, Gennaro Pelliccia’s tongue for £10 million through Lloyds of London! The coffee shop brand must see Gennaro’s taste buds as particularly important to their product development! This is an excellent PR campaign and will be sure to raise awareness and build equity for the brand around the quality of the coffee.
Furthermore, Costa have extremely ambitious expansion plans of opening 100 more shops in 2009.
Costa have also recently signed a deal with Hilton Hotels Corp. to have 60 cafe’s in the hotel chains properties in the UK.
I must however say I still stick by Caffe Nero – I am so loyal to them!
Click here to read more about Costa’s tongue insurance from The Telegraph website.