by

Platform Vision: Drinking coffee is a great experience, it has to be a moment of

pleasure.

Mission: Be the highest quality coffee provider and give the best service for the customer.

Ambition: Be associated to the best coffee, the senior and leading actor on the market, with an environmentally-friendly image.

Values: Quality, Innovation, Luxury, Choice, Great Taste.

Personality: Refined, glamorous, sophisticated.

Trends Responsible behaviour

»  Fair-trade / Waste sorting / Recycling / Ecology.

Full Service addicted »  On line ordering and purchasing / Reaching the consumer

in every moment of his daily life.

Less quantity, more quality »  Aware consumption / Revival of authentic / Research

before purchasing.

> Nespresso can benefit from these trends.

Market findings Dynamic and innovative market : 8% growth in 2008

B to B : 25% of the global turnover

House equipment remains weak: 23% in 2007

High positioning of Nespresso on the market

Price policy might weaken the brand’s turnover at the opening of the capsule market.

> Nespresso needs to insist on the seniority and the quality of its product to remain the best in the consumers’ mind.

Communication conclusions

Very effective communication : The Ultimate Coffee Experience campaign. Global & 360° gained international notoriety and image construction for the brand.

Very good association in consumers’ minds with the brand baseline “What else” and George Clooney.

The consumer is overflowed by the various actions you can find on the website.

> Nespresso has to find a relevant and lasting communication axis.

Image

Sensed image: Expensive / High quality coffee / Elegant brand / Great service and large variety offer / Elitist / Proud.

Real image: Expensive and good quality / Unique and easily recognizable machines and capsules / Efforts concerning sustainable development.

Wished image: Senior and leading actor on the capsule market / Greatest quality portioned coffee / Best service provider worldwide / Unique product / Environmentally-friendly and acting coffee brand.

> The new communication has to fit to Nespresso wished image.

Identified problems 1.  Capsule patent ending in 2012: booming competition

2.  End of the « George Clooney » era

3.  Polluting product : ecological issues

4.  How to surf on new medias

5.  Difficulties to access for people at large

Diagnosis

Nespresso needs to communicate efficiently and durably in order to prepare the opening of the capsule market. It has to reaffirm its legitimacy as a reference brand and

capitalize on it.

Main question

How to renew Nespresso’s communication in a lasting and global way, in order to

anticipate the opening of the market and the ecological threat

?

Nespresso wants The Loyalty

The Reference

The Preference

Targets : B to C ActualTarget

28-49 years old Single & Families

High disposal income Urban

Ouraddi/onalAdvices

1 - Core target: The Internationalists 25-40 years old Single & Families Moving, travelling, hurried. With a special focus on Asiatic Internationalist.

2 – Broaden to people that are curious about Sustainable Dev.

3 - Millenials: participative on Internet, involved.

Opinionleaders

Media online/offline

Opinion leaders on Green issues / Food issues

Pointing the world

  Communication intensity must be proportional to the dispersion of the B to C target

Targets : B to B

Coffeeproviders

Premiumservices

CulinaryMarketHostels

Transporta/onsOthers

Coffeeusers

Allthecompanies/servicesthatuse

NespressoonanInternalbasis

Partners

EventsSports/Design/Culinary/Culture

Internal

Employees / Sales Forces / Shareholders

Brainstorming funnel

REFERENCE

ESSENTIAL

EMOTION

UNIQUE SENSORIALITY

EXCELLENCE

PLEASURE

COSY

EXPERIENCE

ESSENCE

QUALITY

FUNDAMENTAL

CHARACTER

Reference ?

Nespresso is a reference on variety, aroma and quality service.

Nespresso has to remind its seniority, first actor, on an upcoming booming market.

Reference benchmark Some brands, who benefit from a strong notoriety and credibility established in time, used their “reference” status as the major asset of their communication:

Authenticity Longevity

Know how Star Product

Acquired : former communication > Nespresso is the main star, rather than the actual celebrity.

Today : gained legitimacy as a “star”, no need to be compared anymore:

Nespresso is the Star.

> The product has to be the leading actor of the communication: highlight its status.

> Now it is well known, the product has to stand on its own two feet.

The Main Idea

Main idea overtones Reference : the Nespresso Seniority

Innovation : the Nespresso Revolution

Experience : the Nespresso Moment

Essential / irreplaceable : the Nespresso Uniqueness

Authentic : the Nespresso Quality & Ethic

> It is important to emphasize on these core values to anticipate the identified threats

Addressing the green issue ?

Ecology is -  NOT the core value of Nespresso -  NOT the consumer’s motivation -  NOT the main threat

The Nespresso consumer’s sense of ecology is based on pride.

Promoting more its actions, but not by establishing a green communication.

> The Reference positioning is more relevant for Nespresso’s ambition than the ecological trend.

Continuity

Keeping the baseline “What Else ?”

Embodies the meaning of “reference” and translates the “star” positioning. Preserves the link to stay

recognizeable and keeps the emitional bond.

The Creative Concept

Old style codes deformation

The Campaign

Why ? Black & White picture : -  Seniority of Nespresso -  Like an old movie, starring Nespresso

Nespresso in color : -  Enhances the product, its modernity -  Nespresso is timeless -  Nespresso is the reference

Graphic Quality : -  Preserve high scale image

Old style advertising reminds: -  Historical innovation -  Creative revolution

The recycling logo: -  Modern

-  Ecological concern

Answer to vintage trend: -  Back to classics

-  Return of authenticity

Long body copy: -  Rings back the advantages

Media Strategy

Billboard

Print

Television

+ Cinema

Cross high quality media

> Keep a classical upscale communication

Billboard

Strong visual impact: to establish the next creative concept

Continue developing brand awareness and notoriety

Important geographic selection: targeting large metropolis

Print

Large press diffusion in order to reach both mass and specific targets:

General Public / broadsheet magazines and newspapers Le Monde, The Times, Vogue, etc.

Upscale News press Le Point, Newsweek, China daily, The Economist, etc.

Specialized press: culinary, decoration, ecology

Variations

Television Continue developing brand awareness and image

Two standards, two waves:

1) General public: CBS, NBC, ESPN, TF1, RTL, Channel4, TVB, etc.

> Mass appeal target

2) Pan-American, Pan-European, Pan-Asian: BBC World, CNN, Euronews, Aljazeera English, France 24, etc.

> Internationalists target

Old style advertising adapted to the creative concept:

-  Voluntarily bad dubbing, post-synchronization

-  Old commercials parody

The commercial

Cinema

Complementary media:

Excellent for image building, very qualitative, exclusive, with very strong audience attention.

Possibility to select geographic zones: targeting large metropolis.

Local translation

Local variations

Below the line Strategy Digital Version

Push Media Subscription to the Nespresso Web Channel to receive all the distorted

advertisings made by the brand.

Links Sharing with a button to Social Networks.

>  Stimulate the consumer worldwide >  Make Internet users a relay of Nespresso’s Campaign and Image

Digital version The Morphing application Inspired by trendy websites :

yearbookyourself.com, jibjab.com

Put your face in the Nespresso ads, including video commercials and send it.

> Sendable on E-card, Facebook, Youtube, iPhone : with Nespresso logo.

>  Targets the Internet active users worldwide to relay the campaign.

iPhone Application: Nespress It Complete service : -  Ordering capsules -  Finding the closest Nespresso boutique -  Geolocation service telling where to recycle the capsules -  Advices on “Which capsule should I drink today” -  Link to the Nespresso website.

Free for the Club members

Network Involvement

> Align the service with the modernization of our target habits

The Website

SwitzerlandandFrance

Therestoftheworld

> Nespresso needs to modernize its website. > Lack of image consistency.

The Website

As the first place to get information about the brand, the website has to reflect the brand value of high quality services.

The new version of www.nespresso.com would be:

- One unique platform - Adapted to the Star Campaign - Gathering all the different Nespresso platforms under one unique website - Fluent and impactful

Network Involvement Viral Video Contest

Latte is an Art

Create your own latte piece with Nespresso coffee. Upload it.

Contest launched through a Nespresso video platform linked to You Tube.

The winner will be the one most viewed.

Prizes: 1 Nespresso Citiz and Milk + 1 year of free capsules for the First;

the 4 followers will receive a Citiz and Milk.

> Get involvement from people on a project that will link them to the brand

A Global Event Ricardo Bellino International Exhibition: -  The exhibition is passing through the biggest

capitals in the world.

-  It’s a participative action at international scale, using the recycled capsule for a valuable good: Art.

-  Founds donate to the Rainforest Alliance.

> Glorification of the star product

The Club 6 millions of members Maintain relationships between the brand and its consumers. The Club reinforces the customer loyalty and it is a great mean to gather new consumer.

City Gathering A Club Rendez-Vous // Twice a year Tasting new products // Cooking Class // Inform about the recycling program.

Announcement will be done through a Newsletter. Direct link to the Facebook Event Page

> It highlights brand potential and enables Nespresso to enhance the consumption of coffee.

The Club The Golden Capsule Worldwide Contest in 2012 Find the 5 Golden Capsules, one for each continent. The prizes: one week Voyage

To promote this event, we need to create a dedicated media campaign, PR actions, design a special newsletter, inform the sales force…

The Eco-Club Offering free coffee cups for Christmas with green logos instead of brown. It helps conjuring up ecology and demonstrates implication in ecological issues to the

members network.

> Considers the customer as part of a big family which helps developing the feeling of pride.

Linking the AAA program Giving 5% of a machine total price to the Club to the AAA program. Giving information about many families in the world they helped thanks to

Nespresso. Relay the information thanks to personalized brochures.

> Capitalizing on the AAA program to recenter the consumer and insure Nespresso’s brand good promotion.

The Club

B to C answer to green concern

Using new media to inform and reassure the “green worried” consumer about the fact that Nespresso is concerned by ecological issues such as sustainable development.

-  A “Cause” on Facebook -  The update of the AAA sustainable

development programme on Twitter -  The pictures of the exhibition on Flick’R -  Participative blogs and forums hosted

on the Nespresso Website

Green B to B Capsule Trash

•  Close to the Nespresso machine in professional environment. •  Every month a Nespresso employee comes and collects. •  As soon as your firm is composed of 20 employees or more, you will

obtain the service for free. •  Companies will receive special discount for ordering coffee.

> Positive initiative giving a good image of brands to the intern and of Nespresso.

> Maintain the cycle of consumption.

Marketing Communication Media

Mass consumption media

News

Environment Media

Life Style and Decoration Media

Press Relations Press kit to announce

the new campaign.

Press Release focused on Ecological News

and Day to Day news about the strong points of the

campaign.

> Support the campaign through a complete media visibility

Sponsoring

TV Billboards: Vintage TV Shows like Mad Men: in complete adequacy with the “Reference

Campaign” + international diffusion (North America, Europe, Asia)

Upscale Entertaining Programs: Le Grand Journal, Larry King Live, in order to associate Nespresso to TV references.

> Link the campaign with a reference programs. > Insist on the creative identity.

Partnerships Sports

Nespresso is and has to remain the coffee provider of incontrovertible sport events:

Art

NespressoalreadysupportsmajorCinema‐relatedevents,butwecanbroadenthebrandperspec/ves,focusingalsoonContemporaryArt.

Design

TheNespressoDesignContestisagreatopportunityfortalentedstudentsinEurope.NespressocanalsobenefitsfromlocalDesignFair.

Food

Topromotegastronomy,Nespressoispartnersofhighscaleevents.

TomeetourInterna@onalisttargetweplantoexpandpartnershipto:

Adapting Asia to Coffee Culture

Asiatic populations traditionally drink tea.

Through globalization the consumption of coffee is spreading (e.g: Starbucks)

A niche market exists

Nespresso Bar Openings

Comfortable and welcoming bars, located dynamic and central places of the city.

B to B > B to C Workplace

-  Influential firms Transportations

-  Airports lounge, Airlines -  High Quality Rail companies

High class Hotels / Restaurants Cultural Life

-  Opera, theatre, cinema Consumption points

-  High Class automobile brands

Media consumption > Media strategy.

By global B to B parternships,

Nespresso will be present

at every moment of the day

of its B to C target.

2010 Planning Jan Fev Mar Avr. Mai Juin Juil Aoû Sep Oct Nov Déc

MEDIABillboardsPrintTVCinema

BELOW THE LINEPR LaunchPublic RelationsIphone app.Latte Art ContestRicardo BellinoNespresso bar openingsDesign ContestSponsoring BillboardsArt PartnershipsSports PartnershipsFood Parterships

Global Budget: 9M€ for 3 years

Media

Below the line

Cinema - 15%

Print - 30%

TV - 55%

New Media - 8%

Art and DesignContests - 10%

PR - 20%

Sponsoring - 15%

Partnerships -22%

Bar Openings -25%

30% Below The Line 70% Media

Media Below the line