Communication of the Nespresso Saga

NESPRESSO SAGA

Anais Roth LCE3 Institut Catholique de Toulouse

All begin in 2006, when Nespresso wanted to keep his growth rate, developing in the same time an up-grading policy on the coffee machine prices. That’s why they decided to invest in television for a brand campaign. In fact, we can say that this campaign was a strategy to develop the new range of the coffee machine named the cube. • The goals The two main goal of this campaign was to: - Build an iconic brand, a reference in the excellence of coffee. - Develop the business by the recruitment of new member. • Targets All the people who want pleasure and art of life. On a qualitative base, two profiles were identified by the brand: the hedonists and the design addictive people. The creative concept

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The main goal at that time was to develop a new marketing policy, to access at a premium brand image. The advertising strategy leaded by McCann Paris was to put on stage a star. Why this strategy? They use of a star/ muse permit a better recognition. More over, the style and the values of a celebrity can reflect on the brand image. That ‘s why, Georges Clooney become the muse, among 12 international celebrities. He is clearly bearing the brand’ values: looking good, grace, modernity and humour and the most important: self-derision. Moreover, before to be the Nespresso muse, G. Clooney was a member of the Nespresso club. A selective club of the brand. It means that they have chosen someone who knows well the brand and products. We can that G. Clooney is the global ambassador of the brand. In each episode, George Clooney accepts to wear off, to let the own star: Nespresso. The narration around George Clooney is developed in a strategic place for the brand: the store. More than a sale point, it’s an initiation place, where you can live the product experience. The slogan ‘Nespresso, what else” is in all the movies of the saga and became very popular. It induces the concept of desirability. To put all...