Nespresso, a division of Nestle that sells single-serve espresso machines and capsules of coffee worldwide, debuted its first US television advertising 4/30. The 30-second national spot, via the Martin Agency, runs on national network and cable including Fox News and the Weather Channel in the early morning, and on network shows like “Private Practice,” “House” and “60 Minutes” in the evening.
Nestle gave RBR-TVBR the full TV buy list:
Early Morning
ABC
CBS
CNN
FOX News
HLN
ITN
MSNBC
NBC
The Weather Channel
Primetime
ABC
CBS
FOX
NBC
TNT
USA
Cable Channels
A&E
AMC
Animal Planet
Bravo
CMT
Cooking Channel
E!
ABC Family
Game Show Network
Hallmark
HGTV
Hallmark Movie Channel
INDY
IONM
Lifetime Movie Network
Lifetime
National Geographic
National Geographic Wild
OWN
Oxygen
Soap Net
STY
TBS
The Food Network
TLC
TNT
TV Guide Channel
TV Land
TV One
USA
WE
The spot initially leads viewers to believe they are in a cafe, illuminated by romantic lighting. A woman — who’s not fully shown — chooses a coffee capsule from a Nespresso box, inserts it into a machine and makes a cup of coffee, topped with frothy milk. At the end of the spot, the woman is seen draped in a towel, standing by a window in her home. The v/o says, “I found the best cafe in the world, Nespresso, where there’s a grand cru to match my every mood, where just one touch creates the perfect cup, where no one makes a better cappuccino, latte or espresso than me, and where clothing is optional.”
The spot concludes with the tagline, “Nespresso, the best cafe, yours.”
Martin has redesigned Nespresso’s US website and created new point of purchase material for its retailers. Digital advertising will begin in May.
