Nespresso US bets on Penelope Cruz

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Nespresso Bets on Penelope Cruz

Nespresso is doubling down on TV, with a new campaign featuring Penelope Cruz.

The coffee brand first began running TV ads in the U.S. earlier this year, as it sought to capitalize on the hype surrounding the fast-growing single-serve coffee market. At the time, it made a conscious decision to steer clear of celebrity endorsements despite the fact a campaign featuring George Clooney has been popular overseas.

"We started out the beginning of this year [trying to] increase brand awareness, while at the same time reinforcing the Nespresso experience of high quality in the comfort of your own home," explained Franz Niedermair, VP-marketing at Nespresso USA. "Now we are excited to move into the second phase, using a celebrity that not only lets us stay true to our European heritage, but epitomizes the elegance and sophistication the brand stands for."

Execs are hopeful Ms. Cruz will resonate in the same way Mr. Clooney has overseas, and they say they are spending accordingly. Mr. Niedermair declined to comment specifically on budgets, though he said the plan is to "increase advertising pressure in primetime" for the spots featuring Ms. Cruz. In the first nine months of the year, Nespresso spent $12 million on measured media, according to Kantar. In 2011, the brand spent just $40,000 on measured media. Interpublic's Martin Agency handles creative for the brand.

"We're happy with the campaign, and experiencing higher growth now," said Frederic Levy, Nespresso USA President. The brand, overall, has been growing at a double-digit clip, according to parent company Nestle.

The company is also ramping up its retail presence, opening new Boutique Bars in San Francisco and Los Angeles, as a result of the success it's seen this year. By the end of the year it will count 21 Boutique Bars in the U.S. The bars offer an opportunity for customers to purchase products and test-drive machines, Mr. Levy said.

In the new spot, which begins airing Tuesday, Ms. Cruz specifically highlights cappuccinos and lattes made with fresh milk, a tactic meant to appeal to Americans. Mr. Levy says 80% of espresso consumption is done with milk in a larger cup in the U.S. It's the opposite in Europe, where espresso with a little sugar and no milk in a smaller cup is preferred.

The single-serve coffee market has become incredibly crowded and competitive in recent years. Nespresso was a first mover in the space-first offering its machines about a decade ago-but companies like Starbucks, Green Mountain Coffee Roasters and Lavazza are all now playing in the space.

"We welcome the competition," said Mr. Levy. "Single-serve is booming in the U.S., and competition is increasing the size of the category."

George and Penelope TOGETHER would make a great commercial!

So true, I wish he did commercials here....I like PC---I think she is very sweet looking.

I love her eyes. Beautiful woman.

Life is not fair!!!

Europe gets Nespresso with George and we get Nespresso with Penelope Cruz.

It's so funny that in today's YouTube world, stars still think they should only advertise outside their home base. I lived in Japan for several years and was amazed at how many of our superstars were in their ads...including George!

I read a statement George made a couple of years ago - that he gets paid much more for ads made overseas. Might be the international money exchange.

I think it's ego too. For years stars here stayed away from tv or ads so they wouldn't "sully their image.". Things are changing as lots of them are doing both tv and film and you see many doing ads here now. Julia Roberts is the voice of Nationwide. Who knows, maybe in a few years, we'll get George as the voice of something. I'd buy whatever he's selling

Brad Pitt did an ad for some kind of cologne. If George follows in his steps and does an ad I'd buy whatever he's selling too.

Unless of course the ad is for Cialis or Viagara. LOL

cindigirl wrote:Life is not fair!!!

Europe gets Nespresso with George and we get Nespresso with Penelope Cruz.

In Italy, however, I wake up in the morning and drink coffee with George, every morning! I think that put advertising at 7 am because all the Italians at that time are drinking coffee and then are encouraged to buy Nespresso! When he does not drink coffee navigate with Fastweb.

Why not record it lela and you can have him morning noon and night then....drinking coffee of course !

cindigirl wrote:Brad Pitt did an ad for some kind of cologne. If George follows in his steps and does an ad I'd buy whatever he's selling too.

Unless of course the ad is for Cialis or Viagara. LOL

Even.... Anusol Plus Hc Suppositories or Germaloid Cream ???

Joanna wrote:

cindigirl wrote:Brad Pitt did an ad for some kind of cologne. If George follows in his steps and does an ad I'd buy whatever he's selling too.

Unless of course the ad is for Cialis or Viagara. LOL

Even.... Anusol Plus Hc Suppositories or Germaloid Cream ???

Or DEPENDS????

OofOof wrote: Who knows, maybe in a few years, we'll get George as the voice of something. I'd buy whatever he's selling

He already did Budweiser in the US some years ago.