Nespresso Launches First-Ever U.S. Television Advertising Campaign

by TheGroundBean on May 1, 2012

espresso, the worldwide pioneer and reference for highest-quality, perfectly portioned coffee, announced today the launch of its first-ever television advertising campaign to U.S. audiences. The creative concept, “The best café. Yours.”, will be supported across digital media channels and through in-store materials, and will connect the European-style coffee experience to the values and aspirations of the American coffee connoisseur.

Nespresso pioneered the premium portioned coffee concept more than 25 years ago when it introduced its first single-serve Espresso machine to European consumers. With state-of-the-art technology designed to create the perfect cup of coffee at a single touch of a button, and premium portioned Grand Cru coffees sourced from the top 1-2% of coffee beans across the globe, Nespresso quickly became the global reference within the sector for coffee quality, innovation and design. The launch of its first U.S. television advertising campaign signals the growth and popularity that Nespresso has experienced among American consumers since entering the U.S. market over ten years ago, with an increased demand for high-quality portioned coffee at home.

“What has continued to set Nespresso apart for the past 25 years is its ability to offer a genuine coffee experience that combines perfection, pleasure, simplicity and aesthetics – and the new U.S. television campaign captures just that,” said Frederic Levy, President, Nespresso North America. “Anyone can create the perfect cup of coffee withNespresso, anywhere, any time, just like a skilled barista.”

Launching nationally on April 30, Nespresso’s first U.S. television ad features the simplicity behind the brand’s revolutionary concept. The 30-second spot begins with the illusion that the viewer is looking inside a European café. The scene is augmented by romantic lighting and Lana Del Rey’s single, “Blue Jeans” softly playing in the background. The camera pans to Nespresso’s sleek and stylish Lattissima+ machine and then to an elegant female hand that selects a sparkling gold Volluto Grand Cru capsule from one of Nespresso’s 16 coffee varieties. She inserts the Grand Cru into the machine, and then with a single press of a button, creates a perfectly-portioned, rich and foamy Cappuccino. The scene goes on to reveal that she is not in a café, but at home, and closes with the tagline, “The best café. Yours.”

“The goal of the television ad is to showcase the sophistication that Nespresso evokes among consumers,” said Franz Niedermair, Vice President of Marketing, NespressoNorth America. “Nespresso gives you moments of luxury and pleasure through a refined coffee experience, in the comfort of your home, with a simple touch of a button at anytime – even if you have just stepped out of the shower.”

The television ad will be supported by digital media, along with the launch ofNespresso’s redesigned U.S. website,, and through in-store materials. The Martin Agency leads creative for the campaign.

U.S. consumers can purchase Nespresso machines, capsules and accessories at any of its four U.S. flagship Boutiques in New York, Boston and Miami; online; or by calling the Nespresso Club at 800-562-1465. In addition, machines and coffee are sold at Nespresso Boutique-in-Shop locations at select Bloomingdale’s and Sur La Table stores. Machines are available through Macy’s, Williams-Sonoma, Crate and Barrel and select fine retailers.

Nespresso machines are specifically developed to complement and enhance the aroma, crema and flavor notes of the 16 Nespresso Grand Cru coffee varieties. Machines come in a range of sizes, functionalities and colors, and Nespresso’s signature one touch technology makes it easy for anyone to make the perfect cup of Espresso, Cappuccino or Latte at the touch of a button right at home.

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