Wednesday, June 23, 2010

Nespresso ad - brand with comms that makes me crave...

This Nespresso ad is absolutely great at doing what it is supposed to do - make people crave to become Nespresso users. I'm already a brand addict - and I don't even own a Nespresso coffee machine. But I want one... I think Nespresso has managed to do 'an Apple' - i.e. create a must have item via communication buzz, fab brand and 'cool' factor. The 'Nespresso way' is, just like the 'Apple way' an impressive example of how one can utilise brand to sell expensive equipment. And perhaps 'slightly' unnecessary equipment?

George Clooney is the perfect brand ambassador for Nespresso - sleek, sexy, clever and so desirable... just like the Nespresso machines of course. And what's also impressive with Nespresso is that they've managed to continue to remain focused on the high end consumer and build a very successful and profitable company during the recession - I quote FT in their May 20 2010 article about Nespresso "Nespresso has not only become one of the Swiss multinational’s best-selling brands, with sales last year of SFr2.8bn ($2.4bn), but is also a remarkable exercise in luxury branding in a niche of an otherwise mass market business". It's certainly a good achievement!

But, as FT also reports - the next step for Nespresso will be tea machines. Hmmm. Will tea machines really emulate the success they've had with coffee machines or is it just a must-have add-on to the current selection? Is it really Nespresso to make tea machines? Does the brand have the power to sell tea? Personally I think they should stick to coffee and not only because the terrific guys at FT think so too... It will be interesting to follow.

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