Wake up and smell the distinctiveness: Marketing hot beverages without playing it cold.

In a category built on habit, the winners will be those who disrupt it.

The coffee and hot drinks sector is crowded, caffeinated and competitive. From high-street heroes to homebrew disruptors, barista pods to botanical teas, the brands that thrive are the ones that stand out, not just show up.

So why is so much marketing in this space still playing it safe?

Whether you’re selling espresso machines, oat milk sachets, or premium Assam, one truth holds: if your marketing blends into the background, you’ve lost before the kettle’s even boiled.

At Cogent, we call that beige. And we poke it in the eye.

From commodity to culture

Let’s be honest: you’re not just selling hot brown liquid. You’re selling morning rituals, creative fuel, comfort, energy, identity. Coffee and tea are cultural anchors, but many brands still market them like commodities.

In the UK, 95 million cups of coffee are consumed every day. That’s not a statistic. That’s a canvas. That’s 95 million emotional moments you can connect to.

Yet too many campaigns default to sleepy shots of cups on counters, or predictable product demos wrapped in latte art. It’s all perfectly pleasant. But it’s not provocative, memorable or effective.

The brand battle at the breakfast table

Every kitchen cupboard is a battleground. Loyalty in the category is high -but so is promiscuity. Shoppers love to try what’s new, especially when it’s well-branded. In fact, 57% of UK coffee drinkers say they’re open to switching if a brand offers a new taste or ethical edge.

This presents a golden opportunity: distinctiveness beats similarity. Challenger brands aren’t just offering product -they’re creating worlds. They show up with bold creative, unexpected formats, and genuine attitude.

Creative campaigns deliver 11 x more share growth than non-creative ones, according to the IPA. So why do so many hot drink brands settle for lukewarm?

Three trends marketers can’t ignore

1. Sustainability isn’t a slideshow

   • 68% of UK consumers say they consider sustainability when buying hot drinks.

   • But ticking boxes isn’t enough. Brands that lead on this - visibly and consistently - win trust and loyalty.

     
     

2. Home is the new café

   • Since the pandemic, premiumisation at home has skyrocketed. Consumers want ritual, not routine. Brands that elevate the everyday are scoring big.

     
     

3. Functional is the new black

   • The rise of adaptogens, nootropics, mushroom coffees and wellness blends means the line between hot beverage and health supplement is blurring. How does your brand stay relevant and still stay fun?

Poke Beige in the Eye: 5 Creative Challenges

If you’re a marketer in the coffee or hot beverage space, here’s what you should be asking:

1. Would this ad get a second look if it had a different logo?
   If not, it’s too beige.

   
   

2. Are we talking like a brand, or like a barista with something to say?
   Human tone wins.

   
   

3. Where do our customers live digitally and how can we surprise them there?
   Hint: TikTok, YouTube shorts, and Instagram reels are brewing.

   
   

4. What emotional job are we really doing for people?
   Energy, escapism, indulgence? Name it. Own it.

   
   

5. Are we building memory structures or just media plans?
   Fame drives effectiveness. Creativity drives fame.

Final Sip: Don’t just warm Hands - spark minds

Hot beverage marketing is at a crossroads. You can follow the familiar -earthy tones, gentle scripts, soft music - or you can challenge it. Break the ritual. Own the emotion. Inject wit, wisdom, weirdness - whatever makes you memorable.

At Cogent, we believe the brands that succeed in this space won’t just be well-brewed. They’ll be well-branded, creatively bold and strategically sharp.

Because when everyone else is sipping politely, the brave few will stir the conversation.

Poking Beige: Cogent x Melitta

Selling relaxation for Black Friday

At a time when most brands pressure people to buy now buy now, our Melitta campaign slowed things down... because when your Black Friday deals last ‘til Christmas, what’s the rush? So sit back, relax and savour the soothing ASMR sounds of Melitta’s Black Friday Spotify ads.