Vision: Drinking coffee is a great experience, it has to be a moment of
Mission: Be the highest quality coffee provider and give the best service
for the customer.
Ambition: Be associated to the best coffee, the senior and leading actor
on the market, with an environmentally-friendly image.
Values: Quality, Innovation, Luxury, Choice, Great Taste.
Personality: Refined, glamorous, sophisticated.
» Fair-trade / Waste sorting / Recycling / Ecology.
Full Service addicted
» On line ordering and purchasing / Reaching the consumer
in every moment of his daily life.
Less quantity, more quality
» Aware consumption / Revival of authentic / Research
> Nespresso can benefit from these trends.
Dynamic and innovative market : 8% growth in 2008
B to B : 25% of the global turnover
House equipment remains weak: 23% in 2007
High positioning of Nespresso on the market
Price policy might weaken the brand’s turnover at the opening of the capsule
> Nespresso needs to insist on the seniority and the quality of its
product to remain the best in the consumers’ mind.
Very effective communication : The Ultimate Coffee Experience campaign. Global
& 360° gained international notoriety and image construction for the brand.
Very good association in consumers’ minds with the brand baseline “What else”
and George Clooney.
The consumer is overflowed by the various actions you can find on the website.
> Nespresso has to find a relevant and lasting communication axis.
Sensed image: Expensive / High quality coffee / Elegant brand / Great
service and large variety offer / Elitist / Proud.
Real image: Expensive and good quality / Unique and easily recognizable
machines and capsules / Efforts concerning sustainable development.
Wished image: Senior and leading actor on the capsule market / Greatest
quality portioned coffee / Best service provider worldwide / Unique
product / Environmentally-friendly and acting coffee brand.
> The new communication has to fit to Nespresso wished image.
1. Capsule patent ending in 2012: booming competition
2. End of the « George Clooney » era
3. Polluting product : ecological issues
4. How to surf on new medias
5. Difficulties to access for people at large
Nespresso needs to communicate efficiently and durably
in order to prepare the opening of the capsule market. It
has to reaffirm its legitimacy as a reference brand and
capitalize on it.
How to renew Nespresso’s communication
in a lasting and global way, in order to
anticipate the opening of the market and the
Targets : B to C
Actual Target Our addi/onal Advices
1 - Core target:
28-49 years old The Internationalists
Single & Families 25-40 years old
Single & Families
Moving, travelling, hurried.
High disposal income With a special focus on Asiatic
Opinion leaders 2 – Broaden to people that are
curious about Sustainable Dev.
Media online/offline 3 - Millenials: participative on
Opinion leaders on
Green issues / Food
Pointing the world
Communication intensity must be proportional to the dispersion
of the B to C target
Targets : B to B
Coﬀee providers Coﬀee users Partners
Premium services All the companies/ Events
services that use Sports / Design /
Culinary Market Nespresso on an Internal
Culinary / Culture
Employees / Sales Forces / Shareholders
Nespresso is a reference on variety, aroma and quality
Nespresso has to remind its seniority, first actor, on an
upcoming booming market.
Some brands, who benefit from a strong notoriety and credibility established
in time, used their “reference” status as the major asset of their
Know how Star Product
The Main Idea
Acquired : former communication > Nespresso is the main star, rather than
the actual celebrity.
Today : gained legitimacy as a “star”, no need to be compared anymore:
Nespresso is the Star.
> The product has to be the leading actor of the communication: highlight its
> Now it is well known, the product has to stand on its own two feet.
Main idea overtones
Reference : the Nespresso Seniority
Innovation : the Nespresso Revolution
Experience : the Nespresso Moment
Essential / irreplaceable : the Nespresso Uniqueness
Authentic : the Nespresso Quality & Ethic
> It is important to emphasize on these core values to anticipate the
green issue ?
- NOT the core value of Nespresso
- NOT the consumer’s motivation
- NOT the main threat
The Nespresso consumer’s sense of ecology is based on pride.
Promoting more its actions, but not by establishing a green
> The Reference positioning is more relevant for
Nespresso’s ambition than the ecological trend.
Keeping the baseline “What Else ?”
Embodies the meaning of
“reference” and translates the
Preserves the link to stay “star” positioning.
recognizeable and keeps the
The Creative Concept
Old style codes deformation
Black & White picture :
- Seniority of Nespresso
- Like an old movie, starring Nespresso
Nespresso in color :
- Enhances the product, its modernity
- Nespresso is timeless
- Nespresso is the reference
Graphic Quality :
- Preserve high scale image
Answer to vintage trend:
- Back to classics
- Return of authenticity
Old style advertising reminds:
- Historical innovation
- Creative revolution
Long body copy:
- Rings back the advantages
The recycling logo:
- Ecological concern
> Keep a classical upscale communication
Strong visual impact: to establish the next creative concept
Continue developing brand awareness and notoriety
Important geographic selection: targeting large metropolis
Large press diffusion in order to reach both mass and specific targets:
General Public / broadsheet magazines and newspapers
Le Monde, The Times, Vogue, etc.
Upscale News press
Le Point, Newsweek, China daily, The Economist, etc.
Specialized press: culinary, decoration, ecology
Continue developing brand awareness and image
Two standards, two waves:
1) General public: CBS, NBC, ESPN, TF1, RTL, Channel4,
> Mass appeal target
2) Pan-American, Pan-European, Pan-Asian: BBC World,
CNN, Euronews, Aljazeera English, France 24, etc.
> Internationalists target
Old style advertising
adapted to the creative
- Voluntarily bad dubbing,
- Old commercials parody
Excellent for image building, very qualitative, exclusive, with very strong
Possibility to select geographic zones: targeting large metropolis.
Below the line Strategy
Subscription to the Nespresso Web Channel to receive all the distorted
advertisings made by the brand.
Sharing with a button to Social Networks.
> Stimulate the consumer worldwide
> Make Internet users a relay of Nespresso’s Campaign and Image
The Morphing application
Inspired by trendy websites :
Put your face in the Nespresso ads,
including video commercials and send it.
> Sendable on E-card, Facebook, Youtube,
iPhone : with Nespresso logo.
> Targets the Internet active users
worldwide to relay the campaign.
Free for the
iPhone Application: Nespress It
Complete service :
- Ordering capsules
- Finding the closest Nespresso
- Geolocation service telling where to
recycle the capsules
- Advices on “Which capsule should I
- Link to the Nespresso website.
> Align the service with the modernization of our target
Switzerland and France
The rest of the world
> Nespresso needs to modernize its
> Lack of image consistency.
As the first place to get information about the brand, the website has to reflect
the brand value of high quality services.
The new version of www.nespresso.com would be:
- One unique platform
- Adapted to the Star Campaign
- Gathering all the different Nespresso platforms under one unique website
- Fluent and impactful
Viral Video Contest
Latte is an Art
Create your own latte piece with Nespresso coffee.
Contest launched through a
Nespresso video platform linked to You Tube.
The winner will be the one most viewed.
Prizes: 1 Nespresso Citiz and Milk
+ 1 year of free capsules for the First;
the 4 followers will receive a Citiz and Milk.
> Get involvement from people on a project that will link them to the brand
A Global Event
Ricardo Bellino International Exhibition:
- The exhibition is passing through the biggest
capitals in the world.
- It’s a participative action at international scale,
using the recycled capsule for a valuable good:
- Founds donate to the Rainforest Alliance.
> Glorification of the star product
6 millions of members
Maintain relationships between the brand and its consumers.
The Club reinforces the customer loyalty and it is a great mean to gather new consumer.
A Club Rendez-Vous // Twice a year
Tasting new products // Cooking Class // Inform about the recycling program.
Announcement will be done through a Newsletter.
Direct link to the Facebook Event Page
> It highlights brand potential and enables Nespresso to enhance the
consumption of coffee.
The Golden Capsule
Worldwide Contest in 2012
Find the 5 Golden Capsules, one for each continent.
The prizes: one week Voyage
To promote this event, we need to create a dedicated media campaign, PR actions,
design a special newsletter, inform the sales force…
Offering free coffee cups for Christmas with green logos instead of brown.
It helps conjuring up ecology and demonstrates implication in ecological issues to the
> Considers the customer as part of a big family which helps developing
the feeling of pride.
Linking the AAA program
Giving 5% of a machine total price to the Club to the AAA program.
Giving information about many families in the world they helped thanks to
Relay the information thanks to personalized brochures.
> Capitalizing on the AAA program to recenter the consumer and insure
Nespresso’s brand good promotion.
B to C answer to green
Using new media to inform and reassure the “green worried” consumer about
the fact that Nespresso is concerned by ecological issues such as sustainable
- A “Cause” on Facebook
- The update of the AAA sustainable
development programme on Twitter
- The pictures of the exhibition on Flick’R
- Participative blogs and forums hosted
on the Nespresso Website
Green B to B
• Close to the Nespresso machine in professional environment.
• Every month a Nespresso employee comes and collects.
• As soon as your firm is composed of 20 employees or more, you will
obtain the service for free.
• Companies will receive special discount for ordering coffee.
> Positive initiative giving a good image of brands to the intern
and of Nespresso.
> Maintain the cycle of consumption.
Press kit to announce Marketing Communication Media
the new campaign.
Mass consumption media
Press Release focused on
and Day to Day news News
about the strong points of the
campaign. Environment Media
Life Style and Decoration Media
> Support the campaign through a complete media visibility
Vintage TV Shows like Mad Men: in complete adequacy with the “Reference
Campaign” + international diffusion (North America, Europe, Asia)
Upscale Entertaining Programs: Le Grand Journal, Larry King Live, in order
to associate Nespresso to TV references.
> Link the campaign with a reference programs.
> Insist on the creative identity.
Sports Art Design Food
Nespresso is and Nespresso already The Nespresso To promote
has to remain the supports major Design Contest is a gastronomy,
coffee provider of Cinema‐related great opportunity Nespresso is partners
incontrovertible events, but we can for talented of high scale events.
sport events: broaden the brand students in Europe.
perspec/ves, Nespresso can also
focusing also on beneﬁts from local
Contemporary Art. Design Fair. To meet our
target we plan to
Adapting Asia to Coffee
Asiatic populations traditionally drink tea.
Through globalization the consumption of coffee is spreading (e.g: Starbucks)
A niche market exists
Nespresso Bar Openings
Comfortable and welcoming bars, located dynamic and central places of the city.
B to B > B to C
By global Workplace
- Influential firms
B to B parternships, Transportations
- Airports lounge, Airlines
Nespresso - High Quality Rail companies
will be present High class Hotels / Restaurants
at every moment - Opera, theatre, cinema
of the day - High Class automobile brands
of its B to C target. Media consumption
> Media strategy.
Jan Fev Mar Avr. Mai Juin Juil Aoû Sep Oct Nov Déc
BELOW THE LINE
Latte Art Contest
Nespresso bar openings
9M€ for 3 years
30% Below The Line
70% Media Media
Below the line
Media Below the line
New Media - 8%
Art and Design
Contests - 10%
Cinema - 15% PR - 20%
Print - 30%
TV - 55% Sponsoring - 15%
Bar Openings -
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