Projects
Brought Nespresso to market in the US, and rounded the campaign out with a sustainability program.
Nespresso
The Strategy: Demonstrate how Nespresso is superior quality coffee by showing how it creates an easy, protected moment that helps elevate everything else in your life.
Three things we did intentionally:
Showcase the ‘crema’ visually, as it's what makes the coffee sensorial and luxurious.
Feature the VertuoLine machine, which takes larger capsules that make ‘the long cup’ (or Americano)—the type of coffee that Americans are most comfortable drinking habitually.
Round out the US GTM campaign with a sustainability campaign.
The Insight(s): In North America/the US, 3rd wave coffee (artisanal movement treating coffee as a craft with high-quality beans, ethical sourcing, lighter roasts, and manual brewing e.g. Blue Bottle, Counter Culture coffee) came before the introduction of Nespresso (2015), and 4th wave (a movement focusing on science, sustainability, and social ethics elevating the coffee journey from farm to cup with greater transparency and farmer equity) was already alive & strong.
The Creative: “A cup above” with the Training Day spot featured George Clooney and Danny DeVito, showing how Clooney helps Danny DeVito level up on various aspects of life, with the foundational upgrade of having a ‘cup above’ with Nespresso. Utilized the end line, "What Else?" as a sort of Call to Action to the American audience to be in the know about this superior cup of coffee that can be available to them at the touch of a button.
Additionally, George Clooney demonstrated how Nespresso is “a cup above” in not only quality, but also responsibility as well. He became the ambassador for Nespresso's AAA Sustainable Quality Program providing farming quality and livelihood support in rebuilding coffee farms in South Sudan, and marketing Nespresso’s 100% sustainably managed aluminum capsule recycling program with UPS mail-back and boutique collection programs in the U.S.
As a result, Nespresso appeared as a follower (note: to Keurig) within the very category (single-serve coffee) it pioneered. (Company Truth)
However, the inventor of Keurig pods himself had shared via news outlets that he was regretful of the negative impact that Keurig pods have on the environment (they can take you to the moon and back!).