"It's a fast-growing market and the potential is huge because many [U.S. consumers] haven't heard about the single-serve concept," Frederic Levy, president of Nestlé's Nespresso North
America, tells Vranica. Print ads touting the brand as "unique" and "refined" broke last week in upscale magazines.
A TV, print and online ad campaign for Kraft's Tassimo machine,
dubbed the "Brew Bot," breaks this week. The tagline is "7 different beverages, one smart little bot." And Green Mountain's Keurig machine will be supported by a $20 million advertising effort
starting next week.
"People are spending more time in their homes and consumers are rethinking some of their spending habits," says T.J. Whalen, vp of marketing at Green Mountain.
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