The sensational whispers of coffee greet your nose with a golden smell, your lips welcome a piece of unforgettable heaven that explodes in a thousand stars on your taste buds. 

And you realise that this is the smell and the taste of perfection, a cup of Nespresso.

nespresso
source: http://www.delonghi.com

WELCOME TO THE WORLD OF NESPRESSO

Nespresso is not just your normal cup of coffee, it is so much more. The brand offers an exceptional experience of luxury coffee in the comfort of your own home. Nespresso offers a wide range of coffee capsules and a few limited editions each year. The brand is one of the best single-serve espresso machines currently available on the market.

nespresso-2
source: http://www.nespresso.com

The brand gives their consumers a sophisticated experience when buying their coffee. They do this by having Nespresso boutiques instead of shops where consumers get to taste the perfection of their coffee before selecting the coffee best suited for them. Their vision is not only to give pleasure to the consumers, but also make a positive impact in the environment.

“Our aim is to create more value for farmers, business partners and
consumers, whilst at the same time caring for the environment.”

Jean-Marc DUVOISIN – CEO

nespreso.jpg
source: http://www.nestle.com

WHO WOULD LIKE A CUP OF NESPRESSO?

The Nespresso brand focus on the medium to high-income market, with high profile jobs and a very busy lifestyle.

Nespresso lovers:

nespresso-teiken
source: youresopretty.com
  • enjoy classy, social events
  • shop online after work
  • prefer luxury brands
  • to them, coffee is an energy booster
  • coffee is also seen as a treat for relaxation

 

THE JACK BLACK REVOLUTION

Nespresso has decided to give a new exciting twist to the George Clooney adverts they are so famous for. They introduced Jack Black to their new set of ads and it was a hit instantly. Jack Black gives a hint of fun and humour to the Nespresso coffee campaign. This attracts the consumers to the incomparable qualities that Nespresso has to offer.

nespresso-4
source: http://www.gala.de

The ad is about Jack Black giving a go at the famous George Clooney line, “what else” to attract the attention of a beautiful woman and then getting it all wrong by saying “what more”. This is the reason that he cannot attract the woman. George Clooney comes to the rescue and Jack gets the phrase right and ultimately wins the heart of the woman.

This campaign is now attracting not only classy and sophisticated consumers, but also those with a humorous and playful outlook on life.

source: http://www.youtube.com

The pro’s of the famous Jack Black campaign:

  • It attracts the humorous and playful consumer
  • It emphasize the incomparable elements of Nespresso with the phrase “what else”
  • It captures the Nespresso difference

PROMOTING NESPRESSO

Nespresso makes use of multiple brand promotion tools in their campaign featuring George Clooney and Jack Black. Nespresso promotes their brand via television and social media platforms such as their Facebook page, a Twitter and Instagram account as well as YouTube.

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source: own photo

Consumers are informed and attracted by the Nespresso advertisements appearing on television and social media. Nespresso also have an original webpage and several other websites where consumers can find out more about this particular brand.

Many consumers use social media platforms to guide them when considering and buying new Nespresso products. Multiple channel marketing is beneficial for brands for the reason that it reaches many consumers in different ways.

Depresso

The feeling you get when you run out of NESPRESSO

~ What else?

 

Tell us what you think of the new Jack Black campaign and what your favorite Nespresso flavour is.

Feel free to comment below!!!

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