Our Work

Press office on caffeine: How we won over Gen Z for Nespresso

OUR BRIEF

Drive brand differentiation in a saturated coffee market as well as facilitating conversations around Nespresso and its coffee authority and quality. 

The goal? To target and recruit a new and younger Gen-Z audience.

HOW WE DID IT

We implemented a robust and dynamic earned media approach, centred around Nespresso’s Barista-quality machines and the introduction of adventurous and exciting new coffee flavours and blends.

NESPRESSO’S CROWNING MOMENT

Rooted in insight, we strategically leveraged the news that coffee had surpassed tea as the nation’s favourite hot drink. Connecting with celebrations for the King’s Coronation, we reimagined the traditional high-tea, by hosting a high-coffee event to mark the launch of Nespresso’s Jewels of Nespresso collection – featuring a range of coffees, along with regal-inspired accessories and memorabilia. 

SEASONAL SIPS

Tapping into social conversations and trends around Iced Coffee, Cold Brew and Pumpkin Spice Lattes we were able to take the products above and beyond product placement, generating coverage in luxury digital first titles to start to shift brand perception, connecting to what our audience are talking about. 

Targeting these viral beverages was key for commanding the attention of our Gen-Z audience. 

HYPER GLOCAL

From Cannes to Manchester, we took Nespresso both global and hyper local. Identifying fresh brand talent to connect with our Gen-Z audience, we introduced Simone Ashley as Nespresso’s first UK ambassador by taking a handful of press to Cannes Film Festival to meet her and capture social first content across TikTok and Instagram.​ 

Simultaneously, we unveiled Nespresso’s experiential boutique at the Manchester Trafford Centre to local media, hosting a summer launch party featuring a mixologist showcasing innovative ways to incorporate the uniquely refreshing Juicy Watermelon over ice flavoured coffee into summer spritz cocktails.

JOURNEY THROUGH TIME

As pioneers in portioned coffee, we unveiled a blend two decades in the making, inviting journalists to experience the distinctive and rare blend through a guided coffee ritual at Nespresso’s flagship boutique with a series of one-to-one appointments.

RECYCLING CONUNDRUM

We’re a nation who constantly asks ‘which bin should this go in’. We set the scene and conducted research which uncovered that almost a third of Brits ‘Hope-Cycle’ – the act of hoping for the best when deciding what can and can’t be recycled. This laid the foundations for the announcement of Nespresso’s new partnership with Royal Mail which offered fuss-free and easy doorstep collections for customers used coffee capsules. 

PROOF IS THE PUDDING

We encouraged coffee lovers to get creative in the kitchen during Recycle Week and give their used coffee capsules a second life in baking thanks to a mouthwatering coffee cake recipe from Junior Bake Off’s Ravneet Gill.

GLISTENING CELEBRATIONS

Rounding off the year in style, to celebrate the brand’s partnership with Battersea Power Station’s GLIDE, we hosted media on the ice and sent out bespoke Festive mailers to celebrate Nespresso’s alpine partnership with Fusalp.

RESULTS

Throughout 2023, we put Nespresso at the core of the coffee conversation, generating 209 pieces of coverage, including 41 national pieces and 2 live TV segments on prime daytime shows, exceeding 2022 results by 25%.

We shifted brand perception by securing coverage in titles such as Sheerluxe and GQ  – who previously wouldn’t cover Nespresso. 

Our coverage reach for the year exceeded 380M. 

ACTION

Another successful year’s partnership with Nespresso delivered on objectives and drove action from our target audience, leading to an increase in both search and sales (with two of the collections we promoted selling out completely), and positive growth in key perception metrics for the brand.