The perfect show - what else
Nespresso is celebrating the 20th anniversary of its club. For this event, Cirque du Soleil has created an exclusive commissioned production. With this branded entertainment campaign, Nespresso aims to thank its retailers while also introducing five new flavors and the CitiZ line of machines.
Tea bags have been around for over a hundred years. So why not also offer coffee in a capsule? This idea was conceived in Nestlé's research and development department in 1970. However, it was not until 1986 that the system was launched on the market in French-speaking Switzerland.
Nespresso was initially a flop. It was only in 1991, after marketing expert Jean-Paul Gaillard took over the management of Nespresso, that the capsule became a success. The Nespresso Club subsequently developed into an important marketing tool. It is celebrating its 20th anniversary this year. The global pioneer of portioned premium coffee is celebrating this success with champagne at eight exclusive Nespresso galas throughout Europe.
Coffee is an equally sustainable "celebration". Five new Grands Crus have recently arrived in Nespresso boutiques. "Pure Origine" is a selection of three exquisite espressos, each of which consists of one hundred percent coffee varieties from a single country of origin. Indriya comes from India. Rosabaya from Colombia. Dulsão from Brazil. There are also two new Fortissio Lungo.
The new flavors were presented at a media event at the new Radisson Hotel at Zurich Airport. Over 40 trade journalists from Switzerland and Austria came to Zurich for this launch show to taste and comment on the new Grands Crus. "Feedback is very important to us," said Pascal Hottinger, Director of Nespresso Switzerland. "The opinions and suggestions of the club members have already motivated us to make numerous innovations and improvements," Hottinger reiterated on the following two evenings in the festively decorated Studio 1 of Swiss television. The most loyal Club members and resellers were invited to a party at which Nespresso wanted to say "a big thank you" to its base.
Branded entertainment of the highest caliber was on offer at this club event. None other than Luc Petit, the director of Cirque du Soleil, presented a show with 25 artists. Petit had "carte blanche" for this commissioned work. However, he managed to incorporate the Nespresso logo or the symbolic colors of the different flavors of the new Grands Crus into the spectacle in a virtuoso manner - always discreet but effectively surprising. The exclusive show was staged twice in Brussels and Zurich and once in Amsterdam, Madrid and Lisbon during the anniversary year. A DVD recording will be made available to other club members at a later date.
Cleverly integrated into the show, eight new models from the latest CitiZ machine line were also on display. The development of this new line is intended to be a "symbol of the company's strong innovative strength and unbridled pioneering spirit". And these values were ultimately also the idea that the circus artists expressed in artistic form in their show.
Andreas Panzeri
Nespresso was initially a flop. It was only in 1991, after marketing expert Jean-Paul Gaillard took over the management of Nespresso, that the capsule became a success. The Nespresso Club subsequently developed into an important marketing tool. It is celebrating its 20th anniversary this year. The global pioneer of portioned premium coffee is celebrating this success with champagne at eight exclusive Nespresso galas throughout Europe.
Coffee is an equally sustainable "celebration". Five new Grands Crus have recently arrived in Nespresso boutiques. "Pure Origine" is a selection of three exquisite espressos, each of which consists of one hundred percent coffee varieties from a single country of origin. Indriya comes from India. Rosabaya from Colombia. Dulsão from Brazil. There are also two new Fortissio Lungo.
The new flavors were presented at a media event at the new Radisson Hotel at Zurich Airport. Over 40 trade journalists from Switzerland and Austria came to Zurich for this launch show to taste and comment on the new Grands Crus. "Feedback is very important to us," said Pascal Hottinger, Director of Nespresso Switzerland. "The opinions and suggestions of the club members have already motivated us to make numerous innovations and improvements," Hottinger reiterated on the following two evenings in the festively decorated Studio 1 of Swiss television. The most loyal Club members and resellers were invited to a party at which Nespresso wanted to say "a big thank you" to its base.
Branded entertainment of the highest caliber was on offer at this club event. None other than Luc Petit, the director of Cirque du Soleil, presented a show with 25 artists. Petit had "carte blanche" for this commissioned work. However, he managed to incorporate the Nespresso logo or the symbolic colors of the different flavors of the new Grands Crus into the spectacle in a virtuoso manner - always discreet but effectively surprising. The exclusive show was staged twice in Brussels and Zurich and once in Amsterdam, Madrid and Lisbon during the anniversary year. A DVD recording will be made available to other club members at a later date.
Cleverly integrated into the show, eight new models from the latest CitiZ machine line were also on display. The development of this new line is intended to be a "symbol of the company's strong innovative strength and unbridled pioneering spirit". And these values were ultimately also the idea that the circus artists expressed in artistic form in their show.
Andreas Panzeri
