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NESPRESSO – HOW WE HELPED A BRAND CONNECT TO THE ZEITGEIST

OUR CHALLENGE
WE WERE CHALLENGED IN 2008 WITH SUPPORTING THE EXPANSION OF NESPRESSO IN THE UK MARKET, LAUNCHING NESPRESSO ‘BOUTIQUES’ (IN HARRODS AND SELFRIDGES) AND CREATING A STRONG PLATFORM FOR THE NEW ‘CITIZ’ COFFEE RANGE WITH A SPECIAL FOCUS ON THE QUALITY OF THE COFFEE AND THE DESIGN CREDENTIALS OF THE NESPRESSO MACHINE.

OUR SOLUTION
OUR CAMPAIGN STRATEGY WAS MULTI-FACETED, RANGING FROM ENGAGING THE FUTURE FOUNDATION TO WRITE A PAPER ON TRENDS IN COFFEE DRINKING AND IN-HOME DINING (PRESENTED AT SKETCH TO 60 OPINION-FORMING ATTENDEES) AND THE LAUNCH OF A LIMITED EDITION SVAROVSKI NESPRESSO MACHINE, TO AN URBAN-THEMED PARTY FOR 150 DESIGN, LUXURY AND MEDIA OPINION-FORMERS. THIS WAS SUPPLEMENTED WITH A SOLID MEDIA RELATIONS CAMPAIGN TARGETING KEY EDITORS AND OPINION-FORMERS WITH SEASONAL STORIES, TASTING SESSIONS, MACHINE AND COFFEE GIFTING AND PRODUCT PLACEMENT ACTIVITY.

OUR IMPACT
OUR CAMPAIGN ACHIEVED AN ROI OF 5:1, DRIVEN BY 150 PIECES OF LIFESTYLE MEDIA COVERAGE, INCLUDING MAJOR ‘POSITIONING’ FEATURES IN THE FINANCIAL TIMES, TIMES MAGAZINE AND ICON MAGAZINE.

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