Nespresso
From its beginning, the Nespresso brand has redefined and revolutionized the global coffee culture. As a strong advocate for sustainable farming practices, the company has a number of programs and partnerships which work to improve the landscape and livelihoods of growers and their communities. In the past few years, the company has gone one step further to recycle aluminum materials and discarded coffee grinds from its single-use Nespresso pods to create limited-edition products and planting soil.
In 2019, in partnership with Swedish cycling start-up Vélosophy, Nespresso launched a limited-edition aluminum bicycle, RE:CYCLE. The bike, in the same shade as the brand’s popular 'Arpeggio' flavor, uses aluminum garnered from recycled pods to demonstrate the potential of the circular economy.
By leveraging Fashion’s ongoing push to reduce waste and enhance recyclability, we were able to identify an authentic entry point for Nespresso to expand awareness of their sustainable business practices and more specifically the RE:CYCLE bicycle to a key demographic. As part of their program, we led the concepting, design, and execution of The Nespresso Café located at the heart of NYFW in Spring Place. This highly engaging and immersive footprint coupled with a complimentary digital series, Good Morning, NYFW!, generated immense industry excitement resulting in millions of earned social mentions and thousands of complimentary tastings.
The Nespresso Café
The Nespresso Café at NYFW was a must stop destination providing attendees with coffee, community, and conversation. NYFW guests had a choice of seasonal beverages using a selection of distinct flavor profiles that created a personalized experience. The Café hosted the season’s most exciting moments— from celebrations and industry networking, to celebrity sightings and organic endorsement from fashion heavyweights including Emily DiDonato, Leandra Medine, Fern Mallis, and Kelly Bensimon.
Situated within the centralized hub of NYFW, Nespresso had unparalleled visibility among and access to leading change agents and the opportunity to educate new customers about the company’s sustainability efforts. The footprint’s marquee, a highly immersive and educational photo installation, was developed using living plants and soil made from Nespresso coffee grinds (all 100% biodegradable) to showcase the newly released RE:CYCLE bike. The Café alone garnered a robust 24M+ earned press impression and 49.1M+ earned social impressions with 300+ mentions— a $500K+ value.
Over the course of the week, Nespresso served over 8,000 complimentary tastings distributed to a highly influential audience and an overwhelmingly positive on-line sentiment of 94% — 12% above competitive NYFW activations.
Additional Nespresso Touchpoints
Heightened brand visibility through special events including the Breakfast of Champions with Serena Williams and the Responsible Revolution Panel Discussion with Amber Valletta, Philip Lim, and Dana Thomas increased Nespresso’s on-site impressions to 127M.
Breakfast of Champions
In celebration of powerful women everywhere, Wheaties held a Breakfast of Champions Panel, hosted by Serena Williams and Bozoma Saint John. This highly intimate breakfast was a NYFW must-attend moment, and featured Serena in a live and unfiltered talk fresh off her appearance at the U.S. Open. Invited guests heard personal stories of how Serena balances motherhood, a fashion career, and her superstar sports career.
We secured Nespresso as the exclusive coffee and espresso partner, which included: a dedicated brand footprint on the main bar with multiple branded elements including machines, serving trays, cups, napkins and sugars. Uniformed Nespresso brand ambassadors/baristas serviced the event for added brand visibility. As a follow-up, we organized a VIP gifting to notable attendees including Serena Williams, Bozoma Saint John, Lauren Wasser, Shaniqua Jarvis and Catriona Gray.
Designer White Glove Service
To further help deepen Nespresso’s relationship with the NYFW designer community and grow their B2B business, we organized a complimentary white glove machine delivery service to five (5) top-tier designers including Badgley Mischka, Anna Sui, Nicole Miller, Prabal Gurung and Jeremy Scott. In partnership with Nespresso, we coordinated an on-site showroom and studio visits for Nespresso ambassadors to educate staff on how to brew the perfect cup of coffee and espresso.
Good Morning, NYFW!
Pulling inspiration from the morning news and daytime round-table talk show format, we spearheaded the launch of Good Morning, NYFW! Filmed within The Nespresso Café, over a fresh cup of coffee, each episode was anchored by five (5) different of-the moment fashion editors or industry personality. Each interview opened with an animated branded logo graphic followed by talent introduction and a series of questions. Questions appeared on-screen as typography, with the subject divulging their answers, direct to camera and through a branded microphone.
This highly engaging custom social series delivered 48 posts, 7.8M+ social impressions, and 13K engagements. As part of the series and to encourage audience participation, we created eight (8) custom giphy stickers that were searchable and available to the entire Instagram community (viewed 238K+ times) to use in their NYFW content— at the Café and beyond.
