LITTLE TREAT DRUMBEAT

LADbible’s deep understanding of shifting cultural trends uncovered a seismic change in how Gen Z consumes coffee – from the increasing rejection of coffee snobbery to the use of coffee as a fashion accessory. This combined with the viral ‘Little Treat Culture’ phenomenon became the foundation for Costa Coffee and LADbible’s ‘Little Treat Drumbeat’ campaign, helping Costa cement its place in the evolving coffee landscape and connect authentically with younger audiences.

At the heart of the campaign was a phased social content rollout, to create cultural relevance and connection. From the crowd-powered Treat Report to the heart-warming Treat Tour, Costa brought authenticity and joy to social feeds, with a flexible social strategy framework to align with emerging trends. LADbible’s social strategy achieved impressive results: a +12% uplift in spontaneous awareness, +12% increases in consideration and purchase intent, and claimed Costa store visits more than doubled! Engagement soared with 215K+ interactions and record-breaking TikTok performance, cementing Costa’s relevance with Gen Z. By seamlessly blending UK-centric humour, viral trends, and meaningful human stories, Costa became the beating heart of Little Treat Culture for Gen Z, proving that even the smallest pleasures can spark the biggest connections – and leave a lasting impression.