Nespresso – Nespresso George Clooney II (GOLD)
Client: Nestle Nespresso S.A.Brand: NespressoCampaign: Nespresso George Clooney IICategory: FMCG
Nespresso created the portioned coffee system in the mid-eighties, and captures most of the value generated by its invention thanks to a closed system controlling the capsules distribution.
The entry of consumers in this direct sales system is the essence of Nespresso's business model: the purchase of a machine leads the Club Member to generate long-term value for the company.
Nespresso's advertising mainly aims at enlarging Club Membership, with a double strategic challenge for its agency...