1. by

2. Platform
Vision: Drinking coffee is a great experience, it has to be a moment of
pleasure.
Mission: Be the highest quality coffee provider and give the best service
for the customer.
Ambition: Be associated to the best coffee, the senior and leading actor
on the market, with an environmentally-friendly image.
Values: Quality, Innovation, Luxury, Choice, Great Taste.
Personality: Refined, glamorous, sophisticated.

3. Trends
Responsible behaviour
» Fair-trade / Waste sorting / Recycling / Ecology.
Full Service addicted
» On line ordering and purchasing / Reaching the consumer
in every moment of his daily life.
Less quantity, more quality
» Aware consumption / Revival of authentic / Research
before purchasing.
> Nespresso can benefit from these trends.

4. Market findings
Dynamic and innovative market : 8% growth in 2008
B to B : 25% of the global turnover
House equipment remains weak: 23% in 2007
High positioning of Nespresso on the market
Price policy might weaken the brand’s turnover at the opening of the capsule
market.
> Nespresso needs to insist on the seniority and the quality of its
product to remain the best in the consumers’ mind.

5. Communication
conclusions
Very effective communication : The Ultimate Coffee Experience campaign. Global
& 360° gained international notoriety and image construction for the brand.
Very good association in consumers’ minds with the brand baseline “What else”
and George Clooney.
The consumer is overflowed by the various actions you can find on the website.
> Nespresso has to find a relevant and lasting communication axis.

6. Image
Sensed image: Expensive / High quality coffee / Elegant brand / Great
service and large variety offer / Elitist / Proud.
Real image: Expensive and good quality / Unique and easily recognizable
machines and capsules / Efforts concerning sustainable development.
Wished image: Senior and leading actor on the capsule market / Greatest
quality portioned coffee / Best service provider worldwide / Unique
product / Environmentally-friendly and acting coffee brand.
> The new communication has to fit to Nespresso wished image.

7. Identified problems
1. Capsule patent ending in 2012: booming competition
2. End of the « George Clooney » era
3. Polluting product : ecological issues
4. How to surf on new medias
5. Difficulties to access for people at large

8. Diagnosis
Nespresso needs to communicate efficiently and durably
in order to prepare the opening of the capsule market. It
has to reaffirm its legitimacy as a reference brand and
capitalize on it.

9. Main question
How to renew Nespresso’s communication
in a lasting and global way, in order to
anticipate the opening of the market and the
ecological threat
?

10. Nespresso wants
The Loyalty
The Reference
The Preference

11. Targets : B to C
Actual Target Our addi/onal Advices
1 - Core target:
28-49 years old The Internationalists
Single & Families 25-40 years old
Single & Families
Moving, travelling, hurried.
High disposal income With a special focus on Asiatic
Urban Internationalist.
Opinion leaders 2 – Broaden to people that are
curious about Sustainable Dev.
Media online/offline 3 - Millenials: participative on
Internet, involved.
Opinion leaders on
Green issues / Food
issues

12. Pointing the world
 Communication intensity must be proportional to the dispersion
of the B to C target

13. Targets : B to B
Coffee providers Coffee users Partners
Premium services All the companies/ Events
services that use Sports / Design /
Culinary Market Nespresso on an Internal
Culinary / Culture
Hostels basis
Transporta/ons
Others
Internal
Employees / Sales Forces / Shareholders

14. Brainstorming funnel
COSY QUALITY
PLEASURE FUNDAMENTAL
EXCELLENCE CHARACTER
SENSORIALITY UNIQUE
EMOTION EXPERIENCE
ESSENCE ESSENTIAL
REFERENCE

15. Reference ?
Nespresso is a reference on variety, aroma and quality
service.
Nespresso has to remind its seniority, first actor, on an
upcoming booming market.

16. Reference benchmark
Some brands, who benefit from a strong notoriety and credibility established
in time, used their “reference” status as the major asset of their
communication:
Authenticity Longevity
Know how Star Product

17. The Main Idea
Acquired : former communication > Nespresso is the main star, rather than
the actual celebrity.
Today : gained legitimacy as a “star”, no need to be compared anymore:
Nespresso is the Star.
> The product has to be the leading actor of the communication: highlight its
status.
> Now it is well known, the product has to stand on its own two feet.

18. Main idea overtones
Reference : the Nespresso Seniority
Innovation : the Nespresso Revolution
Experience : the Nespresso Moment
Essential / irreplaceable : the Nespresso Uniqueness
Authentic : the Nespresso Quality & Ethic
> It is important to emphasize on these core values to anticipate the
identified threats

19. Addressing the
green issue ?
Ecology is
- NOT the core value of Nespresso
- NOT the consumer’s motivation
- NOT the main threat
The Nespresso consumer’s sense of ecology is based on pride.
Promoting more its actions, but not by establishing a green
communication.
> The Reference positioning is more relevant for
Nespresso’s ambition than the ecological trend.

20. Continuity
Keeping the baseline “What Else ?”
Embodies the meaning of
“reference” and translates the
Preserves the link to stay “star” positioning.
recognizeable and keeps the
emitional bond.

21. The Creative Concept
Old style codes deformation

22. The
Campaign

23. Why ?
Black & White picture :
- Seniority of Nespresso
- Like an old movie, starring Nespresso
Nespresso in color :
- Enhances the product, its modernity
- Nespresso is timeless
- Nespresso is the reference
Graphic Quality :
- Preserve high scale image

24. Answer to vintage trend:
- Back to classics
- Return of authenticity
Old style advertising reminds:
- Historical innovation
- Creative revolution
Long body copy:
- Rings back the advantages
The recycling logo:
- Modern
- Ecological concern

25. Media Strategy
Billboard
Cross high
Print
quality media
Television
+ Cinema
> Keep a classical upscale communication

26. Billboard
Strong visual impact: to establish the next creative concept
Continue developing brand awareness and notoriety
Important geographic selection: targeting large metropolis

29. Print
Large press diffusion in order to reach both mass and specific targets:
General Public / broadsheet magazines and newspapers
Le Monde, The Times, Vogue, etc.
Upscale News press
Le Point, Newsweek, China daily, The Economist, etc.
Specialized press: culinary, decoration, ecology

31. Variations

32. Television
Continue developing brand awareness and image
Two standards, two waves:
1) General public: CBS, NBC, ESPN, TF1, RTL, Channel4,
TVB, etc.
> Mass appeal target
2) Pan-American, Pan-European, Pan-Asian: BBC World,
CNN, Euronews, Aljazeera English, France 24, etc.
> Internationalists target

33. The commercial
Old style advertising
adapted to the creative
concept:
- Voluntarily bad dubbing,
post-synchronization
- Old commercials parody

34. Cinema
Complementary media:
Excellent for image building, very qualitative, exclusive, with very strong
audience attention.
Possibility to select geographic zones: targeting large metropolis.

35. Local translation
Local
variations

36. Below the line Strategy
Digital Version
Push Media
Subscription to the Nespresso Web Channel to receive all the distorted
advertisings made by the brand.
Links
Sharing with a button to Social Networks.
> Stimulate the consumer worldwide
> Make Internet users a relay of Nespresso’s Campaign and Image

37. Digital version
The Morphing application
Inspired by trendy websites :
yearbookyourself.com, jibjab.com
Put your face in the Nespresso ads,
including video commercials and send it.
> Sendable on E-card, Facebook, Youtube,
iPhone : with Nespresso logo.
> Targets the Internet active users
worldwide to relay the campaign.

38. Network Involvement
Free for the
Club members
iPhone Application: Nespress It
Complete service :
- Ordering capsules
- Finding the closest Nespresso
boutique
- Geolocation service telling where to
recycle the capsules
- Advices on “Which capsule should I
drink today”
- Link to the Nespresso website.
> Align the service with the modernization of our target
habits

39. The Website
Switzerland and France
The rest of the world
> Nespresso needs to modernize its
website.
> Lack of image consistency.

40. The Website
As the first place to get information about the brand, the website has to reflect
the brand value of high quality services.
The new version of www.nespresso.com would be:
- One unique platform
- Adapted to the Star Campaign
- Gathering all the different Nespresso platforms under one unique website
- Fluent and impactful

41. Network Involvement
Viral Video Contest
Latte is an Art
Create your own latte piece with Nespresso coffee.
Upload it.
Contest launched through a
Nespresso video platform linked to You Tube.
The winner will be the one most viewed.
Prizes: 1 Nespresso Citiz and Milk
+ 1 year of free capsules for the First;
the 4 followers will receive a Citiz and Milk.
> Get involvement from people on a project that will link them to the brand

42. A Global Event
Ricardo Bellino International Exhibition:
- The exhibition is passing through the biggest
capitals in the world.
- It’s a participative action at international scale,
using the recycled capsule for a valuable good:
Art.
- Founds donate to the Rainforest Alliance.
> Glorification of the star product

43. The Club
6 millions of members
Maintain relationships between the brand and its consumers.
The Club reinforces the customer loyalty and it is a great mean to gather new consumer.
City Gathering
A Club Rendez-Vous // Twice a year
Tasting new products // Cooking Class // Inform about the recycling program.
Announcement will be done through a Newsletter.
Direct link to the Facebook Event Page
> It highlights brand potential and enables Nespresso to enhance the
consumption of coffee.

44. The Club
The Golden Capsule
Worldwide Contest in 2012
Find the 5 Golden Capsules, one for each continent.
The prizes: one week Voyage
To promote this event, we need to create a dedicated media campaign, PR actions,
design a special newsletter, inform the sales force…
The Eco-Club
Offering free coffee cups for Christmas with green logos instead of brown.
It helps conjuring up ecology and demonstrates implication in ecological issues to the
members network.
> Considers the customer as part of a big family which helps developing
the feeling of pride.

45. The Club
Linking the AAA program
Giving 5% of a machine total price to the Club to the AAA program.
Giving information about many families in the world they helped thanks to
Nespresso.
Relay the information thanks to personalized brochures.
> Capitalizing on the AAA program to recenter the consumer and insure
Nespresso’s brand good promotion.

46. B to C answer to green
concern
Using new media to inform and reassure the “green worried” consumer about
the fact that Nespresso is concerned by ecological issues such as sustainable
development.
- A “Cause” on Facebook
- The update of the AAA sustainable
development programme on Twitter
- The pictures of the exhibition on Flick’R
- Participative blogs and forums hosted
on the Nespresso Website

47. Green B to B
Capsule Trash
• Close to the Nespresso machine in professional environment.
• Every month a Nespresso employee comes and collects.
• As soon as your firm is composed of 20 employees or more, you will
obtain the service for free.
• Companies will receive special discount for ordering coffee.
> Positive initiative giving a good image of brands to the intern
and of Nespresso.
> Maintain the cycle of consumption.

48. Press Relations
Press kit to announce Marketing Communication Media
the new campaign.
Mass consumption media
Press Release focused on
Ecological News
and Day to Day news News
about the strong points of the
campaign. Environment Media
Life Style and Decoration Media
> Support the campaign through a complete media visibility

49. Sponsoring
TV Billboards:
Vintage TV Shows like Mad Men: in complete adequacy with the “Reference
Campaign” + international diffusion (North America, Europe, Asia)
Upscale Entertaining Programs: Le Grand Journal, Larry King Live, in order
to associate Nespresso to TV references.
> Link the campaign with a reference programs.
> Insist on the creative identity.

50. Partnerships
Sports Art Design Food
Nespresso is and Nespresso already The Nespresso To promote
has to remain the supports major Design Contest is a gastronomy,
coffee provider of Cinema‐related great opportunity Nespresso is partners
incontrovertible events, but we can for talented of high scale events.
sport events: broaden the brand students in Europe.
perspec/ves, Nespresso can also
focusing also on benefits from local
Contemporary Art. Design Fair. To meet our
Interna@onalist
target we plan to
expand partnership
to:

51. Adapting Asia to Coffee
Culture
Asiatic populations traditionally drink tea.
Through globalization the consumption of coffee is spreading (e.g: Starbucks)
 A niche market exists
Nespresso Bar Openings
Comfortable and welcoming bars, located dynamic and central places of the city.

52. B to B > B to C
By global Workplace
- Influential firms
B to B parternships, Transportations
- Airports lounge, Airlines
Nespresso - High Quality Rail companies
will be present High class Hotels / Restaurants
Cultural Life
at every moment - Opera, theatre, cinema
Consumption points
of the day - High Class automobile brands
of its B to C target. Media consumption
> Media strategy.

53. 2010 Planning
Jan Fev Mar Avr. Mai Juin Juil Aoû Sep Oct Nov Déc
MEDIA
Billboards
Print
TV
Cinema
BELOW THE LINE
PR Launch
Public Relations
Iphone app.
Latte Art Contest
Ricardo Bellino
Nespresso bar openings
Design Contest
Sponsoring Billboards
Art Partnerships
Sports Partnerships
Food Parterships

54. Global Budget:
9M€ for 3 years
30% Below The Line
70% Media Media
Below the line
Media Below the line
New Media - 8%
Art and Design
Contests - 10%
Cinema - 15% PR - 20%
Print - 30%
TV - 55% Sponsoring - 15%
Partnerships -
22%
Bar Openings -
25%