The biggest marketing hit of the last years would probably be Nestlé’s Nespresso. This concept grew because of its innovative character and a little bit because of ‘Mr. Nespresso’, George Clooney.
But what does Nestlé have to do to keep this cash flow going on? A new character in its commercials like John Malkovic? Nice commercial but not the BIG next thing we’re all expecting from Nespresso.
But somewhere the boys and girls from Nestlé found their next big idea. People are now receiving ‘Facebook save the date emails’ that redirect you to www.nespresso-whatelse.com. Here you’ll find George Clooney waiting for you. He’s in front of a Nespresso shop where you will see three videos of 5 seconds.
These videos are tv ads that only contain the first 5 second of the ad, kind of annoying. But that’s where the consumer comes in! The consumer can vote for their preferred pitch and win a trip to Cannes 63rd film festival.
Again its a stunning marketing move by Nespresso. They filled the facebook page up with luxery info on coffee and again lets the consumer drool in front of his or her screen. Hopefully the campaign gets really popular so that Nestlé will roll out yet another big idea in a few months.
Innovation, creativity and Nespresso are going hand in hand into the future.
Gijs Moonen is energetic, enthusiastic and gets a little bit crazy sometimes.
He obtained a masters degree in Commercial Communication and PR after writing a thesis on social media marketing. He now works as an Account Executive for LEWIS Global Public Relations.
He loves his nikes, ipod, bicycle and is addicted to cookbooks.