![Woman with scarf flying in her face and laughing](https://ponderandpitch.com/wp-content/uploads/2022/09/Costa-Coffee-Kindness-Doesn_t-Costa-Thing-Supporing-Image-3-1024x576.png)
Brands fulfil their CSR (Corporate Social Responsibility) in many different ways. In 2018, we built a campaign for Costa Coffee Malta revolving around kindness. The way we tackled this was with a number of initiatives as well as a guerrilla marketing stunt.
![Aerial Shot of Riviera Bay with sign 'Riviera Bay'](https://ponderandpitch.com/wp-content/uploads/2022/09/Costa-Coffee-Kindness-Doesn_t-Costa-Thing-Supporing-Image-2-1024x576.png)
Those who have visited Riviera Beach can easily recall the agonising 200 steps that one has to endure in the scorching sun after a day of relaxation – now imagine that but add a pair of crutches and a heavy cooler! That’s exactly what our actor had to do for our social experiment.
![2 men laughing. One is holding a red balloon](https://ponderandpitch.com/wp-content/uploads/2022/09/Costa-Coffee-Kindness-Doesn_t-Costa-Thing-Supporing-Image-4-1024x576.png)
Yielding fantastic results, our actor was showered with kindness and greeted with nothing but affection from passers by. As we captured everything on camera, our marketing stunt was a success. The video hit 200K views organically and received endless shares. For each share, Costa Coffee Malta also donated 50c to the Malta Community Chest Fund.
![2 men, one is presenting an award to another man who is holding balloons](https://ponderandpitch.com/wp-content/uploads/2022/09/Costa-Coffee-Kindness-Doesn_t-Costa-Thing-Supporing-Image-5-1024x576.png)
![Trophy award with 'Kindness doesn't COSTA thing'](https://ponderandpitch.com/wp-content/uploads/2022/09/Costa-Kindness-does-not-cost-a-thing-square-1.png)
![3 people going down the stairs to Riviera Beach. They are carrying a picnic cooler](https://ponderandpitch.com/wp-content/uploads/2022/09/Costa-Kindness-does-not-cost-a-thing-square-3.png)
![People on the beach opening a red cooler with the words 'open me'](https://ponderandpitch.com/wp-content/uploads/2022/09/Costa-Kindness-does-not-cost-a-thing-square-4.png)
![2 woman laughing holding a trophy and posing with a peace sign](https://ponderandpitch.com/wp-content/uploads/2022/09/Costa-Kindness-does-not-cost-a-thing-square-5.png)