To the energy of the caffeine incorporates Welfare and self -care to expand their brand territory and reach new consumers. Nespresso Mark distances with the competition announcing the launch of “lived” and “active”, two new types of Coffee with vitamin B12 and B6 that have the former Olympic Nader Ona Carbonell as campaign ambassador.
The launch makes Nespresso the first brand offered by coffee with vitamins
As the brand explains in a statement, with these products it becomes the first market company that offers coffee with vitamins. And does it maintaining its identity formula to project the value of the new capsules from the Tasting and quality attributes. To this adds ingredients designed to improve health and favor well -being on a day -to -day basis.
The “lived” and “active” coffees are compatible with the brand vetuo system – specialized in long coffees and sparkling textures – and are available both on the Nesspreso website and in its physical points of sale.
To communicate this launch, Nespresso resorts to personality, the Lifestyle and the values of Oona Carbonell. For this, he has conducted an interview in which the athlete connects the mood experiences linked to coffee in the morning, with the energy of caffeine and the value for the immune system that the new capsules provide.
“My coffee routine with vitamins reminds me of how fundamentally it has been, is and will be to take care of my body and mind”, Explains in the video published in the official brand channel on YouTube.“It helps me to become aware of the importance of prioritizing and spending time”
The presence of carbonell in the campaign allows the brand to define a message of authority that revalues its positioning around physical health. In addition, according to Claudia Ayats, marketing director at Nespresso Spain, this movement is equally a clear response to the continuous commitment of the brand with innovation and quality.
“We are facing a new revolution in the world of coffee, where enjoyment and well -being combined in each cup“, he points out.”With these new releases we position ourselves as the first brand to launch the first vertuo capsules enriched with vitamins”
Ayats emphasizes that this Nespresso movement responds to a Market trend by self -careand seeks to facilitate the well -being of some increasingly demanding consumers. “Lived and Active are created for that first cup in the morning, where vitamins take effect from the first sip. In addition, its easy preparation makes that moment an explosion of flavor, thanks to the creamy experience offered by Vertuo“
The launch campaign has been activated this April through a multiplatform strategy with outdoor advertising, online video platforms, CTV and press. Nespresso thus seeks to expand its scope against its different consumers.
Two coffees with the same goal
Although they are included under the same launch, the truth is that new coffees with Nespresso vitamins have very differentiated objectives and public. The capsule lived part of the flavor of the Melozio Go variety, and is designed to reinforce the defenses With 30% vitamin B12, “The recommended amount contributing to the normal functioning of the immune system”
Is characterized by a sweet taste with Cookie and cereal notesand is composed of cafes from Central America, slightly roasted with Bourbon grains of Brazil. This is introduced vitamin “in dust format next to roasted and ground coffee, thus preserving the soft, sweet and balanced taste that distinguishes this variety”The brand recommends drinking it both only and with cow or vegetable milk, but always early in the morning.
On the other hand, Nespresso Active coffee is designed to offer a Energy impulse To those who need help in the morning. For this, vitamin B6 includes, which gives the capsule properties to reduce fatigue and fatigue, also in the recommended daily amount for the body.
In this case, the brand talks about coffee designed to drink with ice, which incorporates Almond and vanilla flavor notesand “Reminding the Amaretti and vanilla custard”. It is formed by a 100% Arabic mixture from Ethiopia and Indonesia, and it is recommended to drink in the morning with foamy milk or vegetable milk.
