Advertising
In this advert Costa have addressed their rivals directly, they have used the 'people' as their main point because, after all it is the people who decide which is the better brand.
Some further research has shown that there aren't any Costa Coffee shops in the USA, which means that Costa is a British company.
Starbucks Tax Avoidance
After evidence showing that Starbucks had been paying the lowest amount of tax in the UK surfaced Costa Coffee expected their sales to shoot through the roof with thousands of Starbucks customers choosing to buy their coffee from their rivals.
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