Two aliens arrive on Earth looking for the most advanced technology and end up on the couch drinking coffee. It is the story with which Nescafé Dolce Gusto presents NEO in Spain, its new coffee system, and to tell it it has turned to two very recognizable voices: those of Alaska and Mario Vaquerizo.
The couple plays the two alien protagonists of a campaign that combines science fiction and humor to communicate the launch. The characters “invade” a house looking for technological innovations. When they are about to return to their ship, they find the new NEO system and decide to extend their stay to enjoy what they describe as “It’s probably the best coffee in the galaxy.”
The scene ends by taking the aliens to an everyday situation: sitting on the living room couch drinking coffee.
“We wanted to present a launch as relevant as NEO in a memorable, relatable way and with a tone of humor capable of generating conversation. Alaska and Mario bring a unique and very recognizable personality to the spot that connects perfectly with the creative universe of the campaign and reinforces the innovative character of NEO”explains Meritxell Alegre, Director of Coffees at Nestlé Spain.
The campaign has been creatively developed by Marcel, with production by Prodigious and direction by Max Sherman. The brand thus uses the codes of science fiction to focus on the technology incorporated into NEO, which Nescafé Dolce Gusto presents as one of its main innovations in recent years.
The coffee machine automatically recognizes each capsule and adjusts the extraction method to the coffee
The launch includes two models. NEO Caffè is aimed at those who mainly consume black coffee, while NEO Latte allows you to prepare both black coffees and milk drinks. Both incorporate SmartBrew technology, which automatically recognizes each capsule and adjusts the extraction method to the chosen coffee. The system allows you to prepare everything from espressos to American-style or filter-type extraction coffees at the touch of a button.
The coffee machines can also be connected to the smartphone, from which the user can personalize the preparation of the drinks according to their preferences.
Sustainability constitutes another of the arguments of the new system. The capsules developed for NEO are compostable and made from paper.
“Thanks to its intelligent technology, each preparation is automatically adapted to offer the best result in a cup according to the consumer’s preferences. Therefore, we are convinced that NEO represents the future of the coffee shop at home,” Alegre points out.
The campaign has pieces of 10, 20, 30 and 45 seconds and will have a presence on television, press, digital and social networks, coinciding with the arrival of NEO in Spain. The new system is now available in the main points of sale and large stores, as well as through the brand’s website.
