Costa Coffee Embarks on Tour of the UK with Giant Iced Matcha Cup

Why It Matters

The stunt leverages experiential marketing to accelerate adoption of Costa’s matcha offering, a segment growing rapidly among health‑conscious Millennials and Gen Z.

Key Takeaways

• Costa launches UK roadshow featuring oversized iced matcha cup.
• Campaign highlights growing demand for plant‑based, low‑calorie drinks.
• Circle Agency designed interactive experience for social media buzz.
• Tour visits major cities, targeting Millennials and Gen Z.
• Expected to boost iced matcha sales by double digits.

Pulse Analysis

Matcha’s rise from niche tea to mainstream beverage has reshaped the UK’s coffee landscape. Consumers increasingly seek plant‑based, low‑calorie options, prompting chains like Costa to expand beyond traditional espresso drinks. By introducing an iced matcha line, Costa taps into a market projected to grow at double‑digit rates, aligning its menu with wellness‑focused trends while diversifying revenue streams beyond coffee.

The giant iced matcha cup serves as the centerpiece of an experiential roadshow designed by Circle Agency. Traveling to high‑traffic locations in London, Manchester, Birmingham and Edinburgh, the prop invites photo‑ops, QR‑code scans and on‑site sampling. The visual spectacle fuels organic social sharing, amplifying reach without proportional media spend. Interactive elements—such as a “design‑your‑own‑matcha” kiosk—encourage deeper brand engagement, turning casual passersby into brand advocates.

From a business perspective, the tour is a calculated push to accelerate matcha sales ahead of the summer peak. Industry analysts estimate a potential 10‑15% uplift in category revenue for Costa, driven by heightened awareness and trial conversion. The move also pressures competitors, who must now consider comparable plant‑based offerings to retain market share. Ultimately, the campaign exemplifies how experiential marketing can translate cultural trends into measurable growth for legacy coffee brands.