NEW YORK-Nespresso has launched its first-ever television campaign in the United States, under the creative concept, “The best café. Yours.”
The ads are slated to appear on broadcast networks and cable channels throughout the nation, with exposures on the networks during the early morning and in prime time. Two flights are scheduled—the first to take place from April 30 through June, and the second scheduled for October through the end of December.
The campaign began on April 30 with a 30-second spot that starts with the illusion that the viewer is looking inside a European café. The camera pans to a Nespresso Lattissima+ machine, into which a woman inserts a Volluto Grand Cru capsule from one of Nespresso’s 16 coffee varieties. With the press of a button, the woman creates a cappuccino, after which the camera pans back to reveal that the woman is not in a café but at home. The ad closes with the tagline, “The best café. Yours.”
The TV ads, created by The Martin Agency, will be supported across digital media channels, through in-store materials and through the introduction of Nespresso’s redesigned U.S. website, nespresso.com.
Nespresso has run TV ads in other parts of the world. Since 2006, actor George Clooney has served as its brand ambassador throughout the world, except for the U.S. market.