Coffee is a staple of the American diet. From the workplace to the household and the social outing, coffee is never far away from the lips of the American consumer. In fact, the consumption of coffee has been increasing, as well as its diversification. For decades, American coffee drinkers have only been familiar with the coffee pot, and sometimes, when either our eyes were too big or co-workers made the pot too strong or weak, we were left to waste the brown elixir. Then this phenomenon called "single-serve" (or "pour-over") coffee began to creep into the scene. First coffee shops saw the benefit; instead of making huge silos of coffee, baristas can make one cup at a time, decreasing shrinkage and enriching the quality of each cup. Then, manufacturers hit the stage: the Keurig and other single-serve coffeemakers were popping up in homes, offices, and restaurants. The learning curve of coffee that Americans once had was finally diminishing.
Enter Nespresso. The Nestle-owned coffee organization decided it was time to up its game in the U.S. market. It has done digital marketing and been in national print publications before, as MediaPost notes, but this is the first time that Nespresso is jumping to television. Its first ad spot will be released sometime this week, and its goal is to reach a broader audience and bring the European-style coffee experience to consumers.
The campaign, assisted by The Martin Agency, will also see the resurrection of the U.S. site for Nespresso at www.nespresso.com. The campaign will focus on the group's Grands Crus machines. There will also be two phases to the campaign, with one being from now through June and October through December.