Nescafé declares war on Nespresso
Nescafé is launching a new coffee system and has commissioned McCann Erickson to handle the market launch. The client, Nestlé, aims to launch a flavor revolution with its coffee called «Dolce Gusto» and the «Sex Machine.».
Nescafé launches a new coffee system and has commissioned Mc Cann Erickson with the market launch. With the coffee called "Dolce Gusto" from Nescafé, client Nestlé wants to launch a machine developed together with partner Krups that can do everything: Good-looking, caffé lungo, espresso, latte macchiato with perfect milk foam or cappuccino - just like its competitor Nespresse, all you have to do is insert a capsule and press a lever. Mc Cann Erickson is now making a big push for the market launch. A comprehensive TV and print campaign has been launched, focusing on the design and variety of coffee. The agency also provided the exquisite selection of music: "Sex Machine" by James Brown. After all, coffee is said to have a stimulating effect.
