Nespresso is one of the world’s most aspirational brands. It’s one of those that often comes up in workshops as “a brand I’d love to have invented”, so it is always a pleasure to get to work with the brilliant Nespresso team.
Nespresso maintain an incredibly high standard. Their Grand Cru are the backbone of the offering. The Limited Editions keep the Nespresso Club members consistently engaged. The boutiques deliver phenomenal standards of service. But all was not well – the team were keenly aware that their proposition was underperforming in the summer months.
They had observed the phenomenal growth of coffee shop iced-coffees and cold-brewed RTDs. They knew they needed to respond – and that response needed to be fast
The first step on that fast-track response pathway was a workshop in October 2015.
Our moderators facilitated a creative session where Nespresso’s marketing, insight, product and digital teams brainstormed alongside their digital agencies and Pinterest to explore their options, build on insights, generate ideas and create concepts.
After just 10 months incredibly focused effort, the first output of this workshop’s creativity have reached the market globally as: Nespresso On Ice
Three of Nespresso’s existing Cru have been showcased because their character makes them especially suitable for serving cold.
Nespresso have backed the initiative with a everything from tastings in the boutiques and on Pinterest – to ads in key global markets.
If this case-history has inspired you, and you have similar challenges where our insight, ideation and concept co-creation skills might add value for you – we would love to hear from you