Coke puts Costa Coffee up in lights at London Piccadilly

Costa Coffee is being marketed at London’s Piccadilly Circus lights – ending Coca Cola’s 65-year stint in the spotlight at the famous capital city landmark.

The coffee chain – which is owned by Coke – took over the digital signage display for three days from yesterday (27 August) to promote its new ready-to-drink range. It comes as part of wider marketing campaign that includes PR, digital activity, and the opening of the Costa Coffee Flavour Rooms a Truman Brewery in east London on Thursday.

The Piccadilly Lights are marketed and operated by Ocean Outdoor on behalf of Landsec, which has owned the property since 1968.

In October 2017 the lights reopened after a period of reconstruction which resulted in the implementation of a new digital screen measuring 17.56m high x 44.62m wide.

The first illuminated advertising hoarding appeared in the Piccadilly Circus area in 1908, when this part of London was surrounded by illuminated signs powered by light bulbs. These displays were later replaced by neon lights.

Digital projectors were first introduced in 1998, and LED displays had completely replaced neon by 2011.

An estimated 100 million people pass through Piccadilly Circus each year, according to Ocean and Landsec.

Fashion retailer Reiss announced last week that it too has secured an advertising deal with Ocean that will see its autumn/winter collection marketed via the Piccadilly lights for a four-week period.

The campaign, which started on bank holiday Monday, showcases the brand’s London roots, featuring several locations across the city including The Barbican, Southbank, Old Marylebone Town Hall and the British Transport Museum.

Rosalyn Mackway, Ocean Outdoor’s business director in brand partnerships, commented: “The Piccadilly Lights are an integral part of the London fashion scene and British led design.

“This campaign by Reiss brings together a much photographed icon with other city landmarks to celebrate the cultural diversity, flair and optimist confidence of London. A truly Instagrammable campaign.”