The Nespresso Success Story Part 2: communication

This post follows an earlier one on the amazing growth of the Nespresso coffee system, and looks at the brand’s communication. Its from guest blogger Anne Charbonneau, the latest partner to join the brandgym. Anne joined us in March after a top-draw branding career with BBH, Weiden & Kenedy and TBWA.

The comms. campaign in question features George Clooney. An example of the press is shown here.

The TV ad is a cinematic film where George meets beautiful Brazilian actress Camilla Belle, thinking she wants his autograph, but in fact it’s the Nespresso she wants. To watch the TV ad you can click below if you are on the brandgymblog.com website, or click here to go to You Tube.

Here are a few of the learnings on Nespresso’s communication:

1. Smart sequencing: Nespresso didn't blast their way onto TV  from day one, risking “George over-kill”. They let early adopters enjoy their find first, and then expanded the campaign more broadly. This was especially important given that Mr Clooney is used by several other brands, including Martini.

2. Clever use of Nespresso boutique: Many brands  struggle with portraying usage occasion in ads, as they all  desperately want to avoid presenting the REAL situation (at home, by the kitchen table..), but don't want to show ridiculous situations that lack all credibility.  Thanks to the Nespresso boutique, the brand has a credible - and more aspirational - drinking  moment, in the Nespresso bar. And what’s great is that you can actually go to one of the boutiques for yourself.

3. Brave choice of celebrity that fits well: George Clooney is vocal and controversial on the political stage, but also earns respect. This is part of his charisma. He is also smooth and suave, and even has a house on an Italian lake, where he sips espressos with celeb friends like Brad and Angelina!

Clooney also works well as he is up for the game-playing in the TV ad, and sees the funny side of being portrayed as rather vain.

4. Great execution:  the ads are well shot, well casted, well acted and so can bear repeat viewing. This adds extra "sizzle" which is important when selling a premium, aspirational brand like Nespresso.

5. Product as hero: Finally and most importantly, the ad is not just a piece of “sponsored entertainment”:  a funny story with a logo slapped on at the end. George, Camilla, her mum's friend, and everyone else is there for the Nespresso, nothing else. There is even a killer product demo with the last drop of coffee hitting the trademark Nespresso crema topping!

All in all, another chapter in the impressive success story of Nespresso.

Comments

[Rudi]

I'm so with you here! But the rlealy rlealy bugging thing is .. When I do finally eek out the brief fleeting few hours of yummy mummy time . I god darn miss them all, all their bickering, background noise and constant demands ..AND to pack the final punch I feel so guilty about wanting the me time in the first place . That I end up cleaning their rooms or baking their fav cake or mending their fav toy that broke last week or making play dates for later. I need help I think, but guess I wouldn't have had the 3 little darlings if I hadn't wanted to shower all my devotion on them.Enjoy the peace, learn to listen to the trees and the quietness and before you know it school holidays will be round again x

[George]

Good post about coffee. I really like it. Please check out this blog for more info about coffee and coffee makers. Enjoy!

[College Term Papers]

Very nice write up. Easy to understand and straight to the point.

[Zack]

In a way Nespresso is a lifestyle brand with similar values and communication as Apple Inc. Focused on product and simple but classy design and experience/store.

[Patrick]

so I guess that makes it use of celebrity with a bit more thought than usual. hard to compare to the sausalicious efforts of the likes of innocent. i think big multinationals need celebs as a security blankie. thanks for the post anyway anne.

[anne]

Sure, using celebs per se is not 'strategy of the year'. But the campaign idea is not about George Clooney himself, but about quiproquos and misunderstanding between celeb, non - celeb and coffee. Clooney, because of his personality and film history (remember 'Michael clayton'...) serves this story well, better I'd say that Robin Williams or Brat Pitt would. In that sense, Clooney is part of the story, not just sizzle.

[David Taylor (brandgym)]

Patrick, Thanks for your comment, and feedback on the blog.

I must admit to being a big George fan... and the product/sausage is at least the co-star of the ad.

But over to Anne, the guest blogger: what do you think?!

[Patrick]

come on avid I am a great fan of this blog, but using clooney to sell mass produced coffee is all sizzle!