While both brands are leaders on the market of premium quality coffee, their communication strategies are very different. Within the universe of the coffee, Nespresso focuses on high customer exclusivity and VIP services whereas Malongo asserts its ethical approach.
Each brand has its own universe and very committed values: TV ads illustrate them in an explicit way. Malongo, through its advertisements, wants to give precise and transparent information on the coffee and its ethical commitment. The message is based upon the product itself and its environmental involvement
Nespresso, on the other hand, tries to share an emotion and a feeling of exclusivity. Beyond the coffee, Nespresso suggests a real customer experience around keywords: “moment de plaisir” in English moment of pleasure, senses appeal and personalized service.To further appreciate these universes, let us dive into the last TV commercials reflecting the both brand universes : WATCH them in the 2 next blogs' articles! :)
PDD
References :
http://www.entreprendre.fr/Article/9186?titre=Fort%20de%20caf%C3%A9%20!%20Malongo%20d%C3%A9fie%20Nespresso
www.nespresso.com/fr/fr/home
http://www.pub-news.fr/pub-nespresso/
http://www.malongo.com/galerie/lesalondufilm-lesspotspublicitaires.php?page=107
http://www.vicioussights.com/post/malongo-un-silence-intense
http://www.sircome.fr/Malongo-une-publicite-serieuse
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