Nespresso, a division of Nestle, is doing its first-ever television advertising campaign in the U.S. The campaign, "The best cafe. Yours" will include digital media and point of purchase, and will, per the company, "connect the European-style coffee experience to the values and aspirations of the American coffee connoisseur."
The effort, via The Martin Agency, comprises a 30-second spot, which launches this week. The ad looks like it was shot inside an Old World cafe. Then the camera takes in Nespresso's Lattissima+ machine and a woman selecting one of the Nespresso coffee capsules. We see her operate the machine, dropping the pod into the canister, hitting the brew button. A drop of water rolls down her neck and we see that she just stepped out of the shower in her home.
"The goal of the television ad is to showcase the sophistication that Nespresso evokes among consumers," said Franz Niedermair, vice president of marketing, Nespresso North America, in a statement.
The effort includes the relaunch of the U.S. website, www.nespresso.com. Niedermair tells Marketing Daily that Nespresso has advertised in national print publications and through digital ad buys in the past, but that "TV allows us to tell the Nespresso story to broader audiences." The effort focuses on the company's Grands Crus machines.
Niedermair says the national TV spot will run in two flights starting now through June and October through December on early morning, prime-time network; and a wide range of cable channels. The company also sells machines and coffee at select Bloomingdale's and machines at stores like Sur La Table, Macy's, Williams-Sonoma, and Crate and Barrel.
"We continue to be the worldwide reference in premium portioned coffee, and the goal of the campaign was to further educate American consumers new to Nespresso about the Nespresso system," says Niedermair.
Nespresso has branded stores in New York, Boston and Miami, and also sells online at www.nespresso.com. A 2011 report on the coffee category via Mintel suggests, not surprisingly, that convenience is a major attraction for single-cup coffee users. The firm says 17% of all coffee drinkers report drinking single-cup coffee, and 79% of respondents who drink single-cup coffee brewed from a pod-style machine cite the convenience of that method as a reason for using it. "This is especially true of women, who are notably more likely than men to say that they use pod-style coffee because it is convenient," says the report.
The study also says the ability to brew a fresh cup of coffee without reheating coffee that has already been made -- or making a full pot of coffee -- is a big driver.