Thursday, September 21, 2017

Looking For Inspiration: Nespresso. The Choices We Make Campaign

A case of simple, believable, and good marketing.
Brand loyalty is the goal dreamed by the big brands and marketers do everything possible to encourage loyal customers.
One of the best ways to achieve this is to try to establish an emotional bond and share values with their clients. Brands such as Apple or Nespresso cultivated vast tribes of loyal followers. Having a distinct personality gives customers a reason to remember a brand and a reason to buy it. And this campaign is a good example of how it could be done.
The reason that led me to look at this campaign at first was its slogan:

After all, we are the choices we make, aren’t we?

Another good slogan by Nespresso after the famous What Else?
The slogan was featured in the first Clooney commercial in 2006. The Nespresso What Else campaign was developed at McCann France, Paris.
Then, I tried to know a little bit more about the whole campaign.

On September 12th Nespresso released this integrated brand campaign, sharing the personal stories of the farmers behind the Nespresso brand. They invite all coffee lovers to discover the heart-warming stories that have been made possible thanks to Nespresso’s uncompromising choices.
Alfonso Gonzalez, Nespresso Chief Marketing Officer explains "Sustainability has always been at the heart of what we do at Nespresso and we wanted to use this new campaign approach to help coffee drinkers learn what is behind the coffee they enjoy every day. All of the stories in this campaign showcase how our choice to find and cultivate the best quality coffee can have amazing consequences on the people who grow and nurture it. In the end, we believe that we are the choices we make" (adforum).
The Choices We Make Campaign was developed by J. Walter Thompson London.

Launched in 1986, Nespresso is the worldwide pioneer and market leader in high-quality portioned coffee.
Nespresso has adopted a differentiation strategy through an image of exclusivity, based on high-quality products, an extensive customer service, and premium pricing.
"The brand emphasizes that it offers a whole lifestyle with its products. Consumers believe that buying Nespresso products makes them members of an exclusive club of like-minded café connoisseurs" (Business Development Strategies).
In 2003, the Nespresso AAA Sustainable Quality™ Program was created together with the Rainforest AllianceNespresso chose to build a community mill in Jardin, Colombia to enhance the quality of your coffee. But it ended up improving a whole lot more.
To reduce the environmental impacts of coffee processing, while also improving the consistency of coffee quality, Nespresso and key partners built a new milling facility for one longstanding community of coffee farmers.
Nestled deep in the Andes, the new mill in Jardín, Colombia, has a centralized and more efficient process, bringing together around 200 farmers and saving them each up to four hours of processing a day. They also earn more as the mills allow for more consistent processing and higher quality beans.
The mill has enabled coffee farmers to double the volume of Nespresso AAA Sustainable Quality™ Program quality coffee, secure a higher premium and increase progressively their net income by 17 percent.
The facility saves around 60 percent of the water that was previously used and prevents pollution.
At the end, coffee farmers in Jardín, Colombia, earn more, have more time to spend with their families and save precious water, all thanks to the Community Mill.

The first video shows Humberto, a passionate coffee farmer benefiting from the Community Mill. He has been able to support his daughter’s passion for butterflies all the way to University where she is studying biology, thanks to the time and resources he has saved by processing his coffee centrally.

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