Nestle-owned Nespresso, the world’s market leader of pod coffee, has announced a plan to invest £328 million (CHF 500 million) in the coming six years in the sustainability program aptly called «The Positive Cup.»
Nespresso
Nespresso has made real people and emotional moments the core element of its first-ever Australian advertising campaign, “Nespresso Coffee Moments.” The marketing effort, realized by via McCann Australia (creative) and Weber Shandwick (integrated), is infused with a big dose of sentimentalism as it explores the intimate connections between the consumer and coffee, revealed through visuals and video.
After collaborating with Campari on the brand’s annual calendar, Penelope Cruz decided that she definitely needed some coffee to re-energize, so the Hollywood A-lister agreed to star in a new Nespresso USA TV ad. The brand from the Nestlé portfolio launched the first TV campaign by Interpublic’s Martin Agency in the USA earlier this year, and it hopes that the new phase featuring one of the hottest female celebrities will help it stand out this season. Until recently, the brand has been focused on the markets located outside the USA—in 2006, the brand launched a gorgeous campaign starring George Clooney, a true US man, to promote the capsules in Europe. Now, Nespresso has hired a non-American female to appeal to US consumers.
Nestlé-owned Swiss capsuled coffee maker Nespresso is introducing a new autumn Limited Edition Crealto, ‘inspired by High Gastronomy’ and launching a photo contest for its fans in popular social-media networks. A lucky winner will be offered an exclusive dinner for two at Mauro Colagreco’s Michelin Starred restaurant Mirazur in the Côte d’Azur.
Whether using the avalanche technique to improve the taste of ice cream or oenology to produce coffee, Nestlé does its best to improve its products quality and taste. The company has developed a new technique to produce its premium portioned coffee brand Nespresso. The technique a similar to that used to produce wine, which means that select Colombian Castillo coffee bean, so called ‘cherries’ are left to mature on the plant until the last possible moment.