Nespresso was planning on launching a new machine in the North American market with the insight that the majority of coffee drinkers preferred a tall cup of coffee versus the espresso based beverages which are more common in the European marketplace.
VertuoLine is not an impulse purchase. Consumers needed to be educated about the unique and superior product benefits that the VertuoLine delivers, the “art of the crema,” the superior taste, aroma and technology, and simple and convenient operation.
To educate and excite consumers, Nespresso opted for a mall based experience in nine malls over a 129 – day activation period. Generating over 76,000 total tastings and 6.2 million consumer impressions.