I was given a Nestle Nespresso machine by my partner and their best mate as a thank you for sorting out some travel for them. I have been hankering after one of them for a while and never quite got round to buying one, having used them in some of the hotel rooms I stay in.
Not only do I love the machine and the coffee it makes, but it is a brilliant example of how Nestle have created a whole and very involving brand experience around the machine and the (expensive) coffee pods you have to buy forever to get coffee from the machines. I think the experience they create is fantastic as it builds a whole world of experience and sense of belonging. Once you get your machine you join the Nespresso club which is in reality is a site to order the coffee pods you need to make coffee - but they have created a whole world around the machine/ coffee that makes it all feel very intimate and special.
Within the box there is a binder with all sorts of sections and beautifully prepared leaflets about the coffee, machines and special offers to attract you to register and join the site. There are beautiful display boxes for your pods to buy, special glasses and other bits and pieces. You can order or call and order 24 hours a day, again making it feel like you are important and they are always there to assist.
Then there are flagship stores in the major capitals where you are encouraged to go and visit and chat and explore. So it in an experience and brand world that covers your product experience, communication and shopping experiences. A total world to immerse in.
I thought it was very clever and very slickly executed as everything is so beautifully done. It was also interesting to me how they have made a machine that makes coffee into an experience, just as Starbucks made going into a shop an experience (though they probably have lost a bit of that).
I love my Nespresso machine and it feels special everything I make a coffee. Very clever..
(the picture above is my Krups X21 machine...)
2 comments:
I am impressed as well by the incredible brand world created by Nestlé for Nespresso (my wife works for the Coffee Division, so I know this story from the inside). On top of what you mentionned, they have created: the Nespresso 'art of living' magazine sent every quarter to thousands of European consumers, they create 2 'limited edition' coffee taste (with a nice story - India/ Africa...) per year, they were part of the official sponsors of the Amirals Cup, they are running every year the nespresso Design Contest to award the most promising designers (how to reinvent the art of drinking coffee, the machines...)...so very upscale and premium image with many different touch points but -what I found amazing- always very coherent and true to the Brand image, despite so many different executions/activities.
This posting has been one of the ones that I have got the most comments on by email etc.
This is a great addition from a colleauge who wrote:
"First of all, I really like to read your weekly marketing comments, always very inspiring - so please go on ;-).
On this one, I thought I would reply to you, which I hope you don't mind.
I AM an absolute lover of Nespresso and most of my friends are as well.
From a consumer point of view I would even say, that they managed to really catch you the way they want to - emerging into their world is excellent.
The 360 approach in that case is so well thought thru:
- Print/Outdoor with sexy George Clooney (hereby you literally get every woman.....), moreover everybody knows that he owns a villa on one of the Italian lakes, so the correlation is perfect to la 'dolce vita'
- the shops are first class in design but also first class locations
- Mailing - you get regular mailings on newest coffee experiences - also here, I must say, it's not just plain 'coffee story'. The way they manage to immerse you into new coffee experiences is amazing. They combine country trends (e.g. India), trendy colours (e.g. pink and purple) all embedded in an upper class story which makes you try it and share with your friends. The pods end up being purple as well which has a touch of being absolutely in line with fashion trends (unbelievable for a coffee brand) and very precious. Thus you are willing to pay more for it.
- Also, even if not solved straight away, they managed to make you recycle the pods, meaning collecting at home and bringing back to Nespresso shops (or other special locations). Which brand has managed to do this ? Imagine if you were to collect separately your Evian bottles and other daily items as well... But again, here 'environmentally friendly' has been tackled in a more premium way - the recycle basket in the shops is very modern and located in a stylish corner. So you feel good and responsible when doing this.
All, in all, in a declining and absolutely boring business which coffee has been (over years), they managed to really showcase that coffee is a great business to be in and which can be very trendy.
Finally, the next time you come over, come and have a Nespresso coffee in our offices. Our team has just bought one and the excitement around Nespresso is very alive here too ;-)
Have a wonderful weekend,
Kind Regards, Valérie"
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