Nespresso, Nestlé’s portioned coffee brand, has launched its first-ever television advertising campaign in the US. ‘The best café. Yours.’ is the creative concept behind the campaign that encompasses digital media channels and in-store activities.

Photo: ‘The best café. Yours.’ poster

The aim of the campaign created by The Martin Agency is to “connect the European-style coffee experience to the values and aspirations of the American coffee connoisseur”. Nespresso entered the US market over ten years ago, while the brand was presented to the European audience more than 25 years ago.

“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 with Nespresso, anywhere, any time, just like a skilled barista.”

Nespresso’s first TV 30-second ad spot features Lana Del Rey’s single, ‘Blue Jeans’ and shows a female hand that selects a Volluto Grand Cru capsule from one of Nespresso’s 16 coffee varieties to create a cup of foamy Cappuccino. Sophisticated and elegant, the spot presents Nespresso’s products as luxurious and unique ones. The campaign will be supported by digital media, along with the launch of Nespresso’s redesigned US website, www.nespresso.com.

Earlier this year, Nespresso has developed a new, similar to to that used to produce wine technique, to produce its premium portioned coffee.