Case Study: Nspresso: What Else?

“Nespresso: What Else?”

With the world drinking 2.25 billion cups of coffee a day it has become a competitive field for retailers trying to find their niche and maintain customer loyalty to a single brand of coffee. However, in 1986 after 15 years of research, Nestlé had developed Nespresso. During this same time period companies like Starbucks and Costa Coffee we becoming popular, with multiple chains popping all over. None the less these coffee shops and similar bistros were reinforcing an espresso trend of the 80’s. Instead of following in similar footsteps Nespresso was based on the concept of single serve cup of coffee at home with the highest quality ingredients.

How could a Switzerland company find its place in the fierce coffee

In 2006 the first ad campaign was launched with the slogan “Nespresso. What else?”, in France and Italy. After the initial positive reaction Clooney has continued to be the face of Nespresso for 10 years now. The camping expanded throughout Europe and the world with the exception of the United States that has only in 2015 been introduced to Clooney as the Nespresso brand ambassador in a commercial along with special guest Danny DeVito.

In order for consumers to create a more personal feel for the campaign Nespresso used various media channels such as magazines, billboards, television, public event usual held in their boutiques, and the internet. This IMC campaign spread across various countries making it very easy for Nespresso to have lost clarity and focus on their target group. However, they kept the same consistent style for every country. Always using neutral undertones in commercials, print ads, and billboards and maintaining similar commercial themes in every

This specific print ad focus on the first two attention and interest. Nespresso keeps this ad very simple using an all light grey color schemes and only having a three letter phrase and the slogan in the bottom right corner. Once the reader stops to to view the ad they see a seductive looking Clooney holds a crossword on a newspaper and espresso in a modern home. Quickly the viewer subconsciously relates this image with luxury or a lifestyle of the rich. The phrase “incalculably on 9 letters” plays on the the crossword puzzle but also on the coffee. This attracts the attention back to the espresso and the extraordinary quality that it offers. With both the attention and interest successfully accomplished the ad has laid a foundation for the next two stages desire and action. With more continues advertising the buyer will feel a desire to buy the product and some of the viewers will eventually buy the coffee machine and coffee