Nespresso – Summer Iced
Establish Nespresso as a desirable brand for a new, younger generation of customers, increasing penetration and sales of their new summer Iced coffee range for 2022.
We know that iced coffee is a favourite of the younger generation, and surges in popularity every summer. As we were coming out of the pandemic for our first summer, we knew our audience wanted in person experiences and from research 23% said that wellness experiences were a priority.
So we created a multi-sensory immersive brand experience to celebrate the summer and the iced coffee launch. Taking inspiration from the new Brazilian Vibes Iced coffee range, we created an interactive yoga studio with 360 projections of the Brazilian rainforest, beaches, and coffee farms, soundscaping, and the scent of Brazilian coffee, to create a truly multi-sensory experience.
Set outside was a beautifully curated iced coffee bar inspired by Brazilian nature with hanging tropical centrepieces, vibrant flowers, trees, and Nespresso product displays.
To launch the pop-up we worked with the globally renowned yoga instructor, Aria Crescendo, to host an exclusive multi-sensory class for key journalists and influencers. This was followed by a brunch where the Nespresso summer recipes were served alongside a Brazilian-inspired menu.
The space was then open to the public over two subsequent weekends. The yoga classes were bookable and the iced coffee bar was open to walk-ins, with the Nespresso summer recipes being served.
We drove over 900 visits to the pop up, with over 800 iced coffees being tasted. At the exclusive launch event we secured over 20 key contacts including journalists from Metro, Cosmopolitan and Marie Claire, and influencers including Teddy Soares, Luke Trotman, and Millie Stephenson. This resulted in 103 pieces of social coverage to a combined audience of 4.4m followers.
The exclusive media and influencer event provided invaluable face-to-face time with key media and influencers which has driven coverage across the wider branching Nespresso range.
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