With Nespresso's revolutionary machines, anyone can make the perfect coffee or espresso. The only problem: people didn't know they could get both coffee and espresso from one machine. In March, Nespresso's Brand Team tapped SocioFabrica to create a spring campaign concept to introduce the VertuoPlus, their new dual brew machine, to the public.
Coffee has become entrenched in people's everyday lives, bringing them together on light, bright spring mornings. Those are the authentic moments people want to view and swipe through on social media. So we set out to capture those small moments of wonder in a campaign that struck a balance between what sells in stores and what engages online.
Recreating a moment where coffee is an integral part of the social experience let us highlight the Vertuo Plus without the creative feeling too much like an ad. We developed the scene to address consumer curiosity and answer any questions that were bound to arise when a new machine hit the shelves. We even used an animated GIF to show off its one-touch brewing feature. A food stylist helped bring taste appeal and a subtle nod to spring to the scene with colorful, seasonal fruit and macarons.
Nespresso's spring campaign roasted the competition. The VertuoPlus's visual story unfolded across ad placements online, on social and in-store. The cohesive narrative brewed up a ton of interest and drove machine sellout on Nespresso.com and with third-party sellers like Amazon.com and Williams Sonoma.
