Nespresso - Global Brand Community
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global brand community © Nestlé Nespresso SA, Corporate Communications, May 2016 For more information on Nespresso, please visit: www.nestle-nespresso.com The Nespresso Club Members stand as the true representation of our brand. One of the most valuable aspects of the Nespresso brand is the enthusiastic role played by our Club Members worldwide who engage with us and share the pleasure of Nespresso with others. For example, 2015 saw the tenth instalment of our George Clooney Our direct consumer relationships through the Club means that every campaign. In 2004, our Club Members chose George Clooney as their day we are in dialogue with tens of thousands of consumers who Brand Ambassador – and his charm and humour has been central to are passionate about coffee and the Nespresso brand. Our focus on the popular campaign. In recent years, this developing and delivering the ultimate cofcampaign has also included online engagefee experiences to our consumers is underAlready the Nespresso ment. Since 2013, in partnership with Google pinned by the interaction and feedback that Facebook community has grown to and its YouTube social network, Nespresso our direct relationship with our Club Members over 5 million fans has extended its TV commercials to the digital allows. Thanks to it, we are able to deliver world where viewers can discover related personalised service through our boutiques, videos, including of George Clooney discussing our Customer Relationship Centres and the convenience of our website. sustainability. This communication enhances the consumer experience and assists in positioning the brand as inclusive as well as desirable. A brand you join The Nespresso Club has grown organically into a global community of some of the most discerning coffee connoisseurs, and has played a part in evolving the global coffee culture while giving it a local identity. These Club Members stand as the true representation of our brand and a lifestyle that is selective, yet inviting; accomplished, yet inspiring; simple yet refined. The Nespresso Club does not simply operate like consumer clubs in other industries. We offer advice and help our Members learn about the coffee we offer, which in turn enriches the coffee experience our Members enjoy. One of the little known facts about Nespresso is that it is a brand our Members seek to join, to make a part of their way of life. The enthusiasm of our fans has created a global community of passionate ambassadors. In fact, Nespresso Club Members are our best advocates. More than 50% of our new Club Members experience Nespresso for the first time through friends or family – a unique asset for our brand. The Means to Engage The global brand community that has developed around Nespresso provides Club Members with a unique opportunity to interact with the brand and fellow coffee connoisseurs and become part of the Nespresso brand’s culture and success. Their involvement with loyalty to the brand truly makes them our best advocates. This twoway process of engagement, between consumer and brand, and between brand and consumer, is a hallmark of a truly successful brand in the 21st century. Already the Nespresso Facebook community has grown to over 5 million fans. This offers a further opportunity to engage with the brand, making it a part of our Members’ lives and an opportunity to share their delight with others. Recognised as a leading global brand Over 30 years, Nespresso has grown into one of the most well-recognised brands in the world of coffee, representing a refined mark of passion, authenticity and service the world over. The combination of the brand’s entrepreneurial roots and the modern, forward-looking approach to innovation continue to keep Nespresso relevant in the minds of consumers and allow it to transcend the product category to become a truly global symbol of understated elegance. The growth of Nespresso as a consumer centric global brand has been recognised by leading experts around the world:  Nespresso was included in the Top 100 most Powerful Brands – Ranked Number 1 in the category. Nespresso was also the first roast-and-ground coffee brand to achieve global status, as ranked by Millward Brown in 2008.  Nespresso was chosen as number one European Trusted Coffee Brand in 2010 by Reader’s Digest in a survey of 16 markets.  The George Clooney campaign has enjoyed industry recognition, winning the prestigious EFFIE awards in France and on a European basis.  Awards EFFIE France, 2009 (Grand Prix)  EFFIE France, 2009 (Winner) for Food & Beverage  E