| Malaysia

Costa Coffee Malaysia appoints Ogilvy to drive its social media strategy

The coffee chain says the global advertising agency will elevate its brand equity across the country via content creation and social media campaigns

Costa Coffee currently operates 14 stores and 700 self-serve Costa Smart Cafés across Malaysia | Photo credit: Costa Coffee


Costa Coffee Malaysia has appointed global advertising agency Ogilvy to deliver its marketing, creative and social media campaigns across the country. 

The coffee chain, which operates 14 stores and 700 self-serve Costa Smart Cafés across Malaysia, said its partnership with Ogilvy's Malaysian division will help elevate the Costa Coffee brand in the country to the next level. 

Ogilvy said it will lead strategy, insights, creative ideation, in-store assets and social content for Costa Coffee Malaysia.  

The New York-based advertising agency, which has 131 offices across 93 countries, also said it will build brand equity in Malaysia to help Costa Coffee stand out in an increasingly crowded coffee shop market. 

“Costa Coffee Malaysia has been actively engaging Malaysian coffee drinkers, building brand love and affinity for the past two years. In tandem with our growth ambition, we believe that the time is right to engage Ogilvy Malaysia, to work in partnership with us to drive Costa Coffee brand in Malaysia to the next level,” said Lim Ju Lee, Head of Marketing, Costa Coffee Malaysia. 

UK-based Costa Coffee entered Malaysia in 2019 with two stores at Langkawi International Airport.  

Gapurna Permai Sdn Bhd, its master franchisee in Malaysia, said it would invest RM 100m ($23m) to open more than 100 outlets nationwide by 2024, predominantly in shopping centres and near to offices and transport hubs. 

In September 2022 Costa Coffee appointed New York-based marketing agency Wunderman Thompson as its global agency of record for brand strategy, responsible for coordinating the coffee chain’s creative marketing and branding across more than 40 international markets.  

Social media strategies are an important tool for coffee chains in building customer loyalty, especially among younger consumers.  

Indonesian coffee chain Kopi Kenangan, which entered Malaysia in October 2022, appointed former KFC and Pizza Hut Marketing Manager Quennie Tan as its new Head of Marketing to run a ‘digitally-led strategy’ highlighting its brand differentiation. 

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