Campaign details
Brand: NespressoBrand owner: NestléEntrant company: Zenith - United KingdomIdea creation: Zenith LondonMarket: EuropeSector: Soft drinksMedia channels: Television & Connected TV, Online video, Print - general, Unspecified, Public relations, Online display, Outdoor, Out-of-home, Video on demandBudget: 10 - 20 million
Executive summary
Rivals’ inferior, cheaper capsules attacked the bottom, while aspirational bean-to-cup machines squeezed the top. Consumer sentiment was also changing, which was a bigger concern for the future, particularly regarding sustainability.
Premium in-home coffee brand Nespresso was being challenged in Europe for the...