The Reference in Premium Portioned Espresso Teams up with Oscar-Winner to Launch Second Phase of “The best café. Yours.” Campaign
Nespresso, the worldwide reference for highest-quality portioned premium coffee, announced the launch of the second phase of its television advertising campaign “The best café. Yours.” The U.S. and Canada campaign further increases brand awareness among coffee lovers amidst the recent growth of the single serve coffee market. Nespresso has enlisted Oscar-winning actress and coffee lover Penelope Cruz to star in the 30-second television spot as she epitomizes the sophistication, elegance and passion of the brand.
“Staying true to the European heritage of Nespresso, we are thrilled to partner with Penelope Cruz—being a coffee lover herself who appreciates the elegance, high quality coffee experience that Nespresso provides, she naturally conveys how easy it is for consumers to create café quality espressos, cappuccinos and lattes at home with a simple touch of a button,” said Frederic Levy, President, Nespresso USA. “We are finding now more than ever that people will not compromise on their coffee quality and only want the best coffee at home.”
Nespresso pioneered the global premium portioned coffee concept over 25 years ago when it introduced its range of smartly-designed and convenient single-serve espresso machines to European consumers. Nespresso quickly became the global reference in the industry, known for combining the highest quality Grand Cru coffees; sourced from the top 1-2 percent of the world’s best coffee beans; with simplicity, perfection and innovation. Additionally, each machine in the Nespresso ranges allows for fresh milk options – whether built into the design as with the stylish Lattissima Plus, or accompanied by the Aeroccino Plus – creating a luscious topping of foam for the perfect cappuccino or latte.
“We’re launching the second phase of the campaign just in time for the holiday season when coffee and entertaining are a hallmark of the home,” said Franz Niedermair, Vice President of Marketing, Nespresso USA. “The idea behind the campaign “The best café. Yours.” remains consistent, reinforcing our dedication to providing genuine moments of pleasure, cup after cup.”
Nespresso is not just coffee or an exceptional machine; it represents a genuine experience that combines excellence and pleasure at home and in the 30-second television spot, you will see just that. Penelope is relaxing at home as her friend prepares a cappuccino. There is subtle interplay between Penelope and her friend, but as he has his eye on her, she has her eye on the coffee. It’s a story about desire for wanting only the best, and in Penelope’s case it’s Nespresso.
“The best café. Yours.” is a fully integrated campaign with digital, social, print, and a new website www.nespresso.com/whatelse, with TV as the initial driver. Launching nationally on primetime and cable networks in the U.S. on Nov. 20th and in Canada on Dec. 3rd, the new television ad illustrates a concept that is simple yet powerful—Nespresso offers an exceptional café experience at home. The ad highlights the Lattissima Plus machine, which marries high quality espresso and fresh milk making perfect cappuccinos and lattes, just like one would get in a high end café, but with the simple touch of a button.
Since the launch of the first television ad campaign in April 2012, Nespresso has continued to be one of the most innovative brands launching new espresso machines and limited edition coffees every year. To expand its range of easy-to-use, stylish machines, Nespresso recently launched the new U machine, designed to fit modern life and its demands. In addition to the 30-second television spot with Penelope, Nespresso is running a 15-second spot highlighting the U machine, the first machine with fully automatic technology, a moveable water tank and memorization of one of three cups sizes. The 15-second spot brings to light the simplicity of the machine and informs consumers that you can purchase the U at specialty retailers: Bloomingdale’s, Macy’s, Sur La Table, Williams-Sonoma and select fine independent retailers.
Nespresso machines, capsules and accessories are available for purchase at any of the Boutiques in New York, Miami, and Boston, online at www.nespresso.com, or by calling the Nespresso Club at 800-562-1465. In addition, machines and capsules are sold at Nespresso Boutique-in-Shop locations at select Bloomingdale’s, Macy’s, and Sur La Table stores. Machines are additionally available through Bloomingdale’s, Crate and Barrel, Macy’s, Sur La Table, Williams-Sonoma, and select fine independent retailers. In Canada, Nespresso is available at the Montreal Boutique; online at www.nespresso.com, or by calling the Nespresso club at 855-325-5781. Machines and capsules are also sold at the four Boutique-In-Shop locations at The Bay department store in Toronto, Vancouver, Edmonton and Quebec City. Machines are additionally available through William-Sonoma and Home Outfitters retailers.
Nestlé Nespresso SA is the pioneer and reference for highest-quality portioned premium coffee. Headquartered in Lausanne, Switzerland, Nespresso operates in more than 50 countries and has more than 7,000 employees. In 2011, it operated a global retail network of 270 exclusive Boutiques. www.nestle-nespresso.com.