Nespresso, Nestle’s premium coffee brand, lauched its first-ever TV advertising campaign in the U.S. The creative concept, “The best café. Yours.”, is intended to connect the “European-style coffee experience to the values and aspirations of the American coffee connoisseur”. According to Nespresso, there is an increased demand for high-quality portioned coffee at home, which is a step forward in the North American coffee drinking culture. To get to this point, it took Nespresso over ten years from when it entered the U.S. market, while it’s been present in Europe for over 25 years.
“What has continued to set Nespresso apart for the past 25 years is its ability to offer a genuine coffee experience that combines perfection, pleasure, simplicity and aesthetics – and the new U.S. television campaign captures just that,” said Frederic Levy, President, Nespresso North America. “Anyone can create the perfect cup of coffee with Nespresso, anywhere, any time, just like a skilled barista.”
The TV campaign, created by The Martin Agency, will be supported by digital media, the redesigned Nespresso’s U.S. website, and through in-store materials. The TV spot shows a female in what seems to be a café, with Lana del Rey’s “Blue Jeans” playing in the background. After she chooses one among 16 Nespresso coffee varieties and creates a cup of capuccino, it’s revealed that she is actually at home, where she can enjoy her coffee whenever and however she wants.
“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. “Nespresso gives you moments of luxury and pleasure through a refined coffee experience, in the comfort of your home, with a simple touch of a button at anytime – even if you have just stepped out of the shower.”
Nespresso has obviously realized that it will never establish the European coffee drinking culture in North America, which kind of makes me sad. Instead of offering its coffee machines to coffee shops, it has directed its efforst towards selling the coffee machines for home use. As a European girl, I think a good cup of coffee is always better in good company in some outdoor café, but until that state of mind reaches the U.S. market, their consumers will at least be able to enjoy the real taste of European coffee from the comfort of home.