Coffee chain Costa Coffee has unveiled a new loyalty proposition, Costa Club. It replaces the previous Costa Coffee Club Scheme, which launched in March 2010 and attracted more than 6m members. Costa Club was created in partnership with M&C Saatchi, while Pablo London created a new brand identity and strategic positioning for the offering. Costa and M&C took input from 17,000 consumers to develop the new proposition.

The new offering moves away from a points-based loyalty scheme. Members can receive a free drink of their choice after buying eight coffees, and as part of its ongoing sustainability efforts, Costa Coffee is offering a free drink to anyone who uses a reusable cup to buy four drinks until 31st March 2022. Members can also choose any cake from the sweet counter for free on their birthday, as well as enjoying a host of other rewards and treats. The program is accessed via the Costa Coffee app.

“M&C Saatchi and Pablo have been amazing partners in creating and reimagining what loyalty means for Costa Coffee,” said Jon Fisher, Head of Digital UK at Costa Coffee. “They’ve helped us to deliver a simple and more generous proposition, which will continue to build on the love that our customers have for the Costa Coffee brand. We are excited for the evolution of the programme as we continue to listen and learn more from our customers.”