Little’s Coffee – Brewing up bold Gen‑Z marketing
Podcast Summary Article
In this episode of Brands on Tap, Ella (Marketing Lead at Little’s Coffee) shares how their brand is shaking up the instant coffee market with bold Gen‑Z‑centric strategies. Little’s, after appearing on this year’s Dragons’ Den, is leveraging in‑house marketing to punch above its size. Here’s what works, what doesn’t, and what smaller global brands can learn.
🎯 Redefining Instant Coffee
- Little’s is not just another instant coffee brand—they’re bringing flavour, personality, and fun to a category that many see as dull.
- Their mission includes enhancing product quality, sustainability (e.g. plastic‑free packaging, no artificial flavours) and challenging what “ordinary coffee” means.
📱 Marketing In‑House for a Younger Audience
- With Ella heading marketing, they’ve kept much of campaign strategy internal. This lets them move faster, stay authentic, and respond directly to Gen Z trends.
- Their messages are aimed at values Gen Z cares about—taste, sustainability, individual expression etc.
- They’re exploring what works and what doesn’t in digital channels, influencer content, and community building. Authenticity is key.
🔧 What’s Working & What’s Challenging
Working:
- Strong flavour offerings and unique packaging help the products stand out.
- Clear value messaging (“coffee your way, not the way”) that resonates with younger consumers who care about choice and experience.
- Leaning into social & visual content that plays well on platforms Gen Z uses.
Challenging:
- Balancing budget and scale—marketing internally has perks, but resources are finite.
- Ensuring that sustainability and quality are more than just claims—they have to be visible and credible.
💡 Lessons for Small/Global Brands
- Don’t underestimate the power of in‑house marketing when paired with clarity, values, and strong product experience.
- Transparency and ethical choices (packaging, ingredients) go a long way with younger audiences.
- Bold brand personality helps: packaging, flavor choices, tone of voice.
- Use what you have: smaller brands can compete if they move nimbly and stay true to what their audience cares about.