Costa Coffee is Serving Up Rainbow Lattes in Support of Pride Celebrations
Katherine Pendrill — June 23, 2016 — Social Good
UK coffee shop chain Costa recently began serving up rainbow lattes in support of Pride celebrations. With London Pride only days away, Costa's colorful new menu item shows the brand's support for the LGBT community.
As part of the build-up to London Pride, Costa has begun serving flat white coffees with rainbow latte art at five of its flagship stores in London. The rainbow lattes are being prepared by the Instagram-famous barista Mason Salisbury, who the chain has flown in from Las Vegas. The chain will then roll out the colorful coffees at stores in Bristol, Brighton and Manchester ahead of their own Pride celebrations.
In addition to supporting Pride celebrations, the chain's creative coffee capaign is also meant to demonstrate the brand's committment to championing diversity in the workplace. As John Kerslake of Costa’s UK & Ireland operations explains "We hope to demonstrate our forward-thinking ethos with our rainbow flat whites and will continue to show our support for pride and the LGBT+ community
As part of the build-up to London Pride, Costa has begun serving flat white coffees with rainbow latte art at five of its flagship stores in London. The rainbow lattes are being prepared by the Instagram-famous barista Mason Salisbury, who the chain has flown in from Las Vegas. The chain will then roll out the colorful coffees at stores in Bristol, Brighton and Manchester ahead of their own Pride celebrations.
In addition to supporting Pride celebrations, the chain's creative coffee capaign is also meant to demonstrate the brand's committment to championing diversity in the workplace. As John Kerslake of Costa’s UK & Ireland operations explains "We hope to demonstrate our forward-thinking ethos with our rainbow flat whites and will continue to show our support for pride and the LGBT+ community
Trend Themes
1. Rainbow Beverage Trend - The popularity of rainbow lattes in support of Pride celebrations presents an opportunity for coffee shops to tap into the demand for visually appealing and inclusive beverages.
2. Celebration-themed Menu Items - Creating menu items specifically designed to celebrate events like Pride can attract customers and strengthen brand affinity.
3. Diversity-focused Marketing Campaigns - Supporting diversity and championing inclusivity through marketing campaigns can help businesses connect with socially-conscious consumers and build brand loyalty.
Industry Implications
1. Coffee Shops - Coffee shops can capitalize on the rainbow beverage trend by introducing colorful and visually appealing drinks to support Pride celebrations.
2. Hospitality - Hotels, restaurants, and other hospitality businesses can innovate by creating Pride-themed menu items and offering special promotions during Pride events.
3. Marketing and Advertising - Marketing and advertising agencies can advise brands on creating diversity-focused campaigns that align with Pride celebrations to enhance brand reputation and attract socially-conscious consumers.
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