One of my European attributes is my love for coffee. Not just coffee though, but espressos. And not just a simple espresso, but a Nespresso. Indeed, Nespresso is for me the ultimate coffee experience. As I am writing this, I am feeling a bit homesick actually because I have not had a Nespresso since 3 months (no Nespresso machine to be found in any Canadian coffee shop yet). I even had a Nespresso machine in my cafeteria back in my home University! And while surfing on the web today, I have come across a Nespresso commercial with Georges Clooney, and it just made me remembered how much I would like to drink a Nespresso right now.
What is great about Nespresso isn’t just it’s coffee but also the unique coffee making experience it procures: first you open your wooden box to choose a colorful capsule (red, blue, yellow, brown, black, purple…) that corresponds to a certain type of coffee (strong, decaf, with a roasted or woody, or even floral favor), more than 16 classics to choose from. Then here it is, the simplest way to make a coffee, you just put the capsule in the machine, close it, click on a button, put you coffee cup right underneath, and then comes the subtle aroma that only a Nespresso Coffee can deliver.
As G. BEMBRIDGE states on his marketing blog, it is very interesting and smart how Nespresso has been able to make “a machine that makes coffee into an experience, just as Starbucks made going into a shop an experience”.
Furthermore, Nespresso’s marketing strategy is to be the super premium coffee brand, and I believe this strategy has been very effective, at least for me! Nespresso store are also so high-class, and mordern, that just the fact of walking into one gives me shivers. I can’t drink anything else than a Nespresso anymore…
