NESPRESSO BRAND MANTRA

Point of parity:

High Quality coffee

Premium Price

R&D and innovation

Point of difference:

Unique, elegant, luxurious experience

21 Grands Crus, AAA program, variations, limited edition

Social Image  (socialy nice to say that you drink Nespresso)

Nespresso’s club: community / partners

Level of care, total control of their distribution channels

Substantiates:

Old Italian method respected with the pop that you hear when you use the capsule

High technology with high-pressure pomp

Baristas with 30% to 40% higher bonus than the average

Values/ Personality/Character:

Trustful

Innovative

Glamorous

Executional Properties/ Visual Identity:

Black sober and high quality

Identity N logo sober and class

OP & AL.D