Nespresso said on the 28th that to mark the 40th anniversary of its founding, the premium coffee brand will roll out brand communications that focus on consumers' coffee experiences and stories.
According to Nespresso that day, to mark the 40th anniversary of its global launch, the company revisited the many faces of "Nespresso in everyday life" based on coffee preference data accumulated with Korean consumers since entering the Korean market. The data analysis found that even among customers who consistently enjoy Nespresso, there is a wide range of tastes in how they enjoy coffee. They include "preference pine trees," who repeatedly choose the same coffee; "curious explorers," who actively try new flavors; and "preference my-way" types, who enjoy coffee by their own standards, such as decaffeinated, double espresso, or iced coffee.
It also showed that the customer base that has helped build a sustainable coffee culture, such as by taking part in the capsule recycling program, has been steadily expanding. Nespresso noted that this shows the brand has taken root in consumers' daily lives in different ways and for different reasons, beyond a simple product experience.
As part of this campaign, Nespresso will hold an interactive event on its official website to listen to customers' coffee stories. In the event, participants choose the type that fits them from among the coffee lifestyles presented by Nespresso. They can also submit their own stories about their "coffee stories" with Nespresso.
The event runs from the 29th to Feb. 23. Nespresso Club members can participate on the official website. All participants will receive discount coupons usable on Nespresso's official website. Of those, 40 people will also receive special gifts.