CLIENT
NESPRESSO
Anna Lundstrom, Chief Brand Officer
Melanie Brinbaum, Global Head of Brand ID and Comms
Sarah Sauder, Global Senior Campaign Manager
Mafalda STTAU MONTEIRO, Global Campaign Manager
Laurence Vucekovic, Global Media & Digital Senior Manager
Susana Reber, Global Brand Strategy and Sustainability
AGENCY
Caroline Montrichard, Global Business Leader
Clement Fiorda, Global Strategy Director
Anna Andreis, SVP Group Strategy Director
Amber Greenwalt, SVP Executive Account Director
Weber Shandwick London
Zenith
SUMMARY
This case shows how a repositioning can re-vitalise a global brand in a challenging cultural and business context. Our data-driven strategy demonstrates how working against a perceptual objective triggered a broader equity reinforcement and eventually growth. By focusing on “sustainability”, the campaign made European coffee lovers see Nespresso as being more trustworthy and offering better quality, which initiated a volume growth increase. The case finally proves how fast a repositioning effort can take and drive results—the journey was initiated in January 2020 and generated outstanding results by December 2020.
