JWT’s Nespresso campaign turns consumers into home ‘baristas’

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by Mark Johnson

Nespresso is inspiring coffee-lovers across the world to replicate the barista milk recipe experience in their own homes, with a global integrated campaign developed by J. Walter Thompson London.

The campaign supports the recently launched ‘Barista Creations’ range, which represents the first time that Nespresso has developed a permanent range of coffees specially crafted to go with milk. 

It aims to change people’s view of Nespresso as an expert in black coffee only, to a brand that offers serious quality for people who drink their coffee with milk or dairy alternatives. 

The campaign videos, produced by J. Walter Thompson London (newly merged into Wunderman Thompson) in collaboration with Hogarth Worldwide, champion the alchemy that is involved in the creation of milk-coffee blends by showing a dramatic blending of coffee and milk.

The ‘Barista Creations’ campaign will run in over 90 markets worldwide and spans digital, social media, print, CRM and TV. The campaign also includes retail activations and key updates to the global website.

“Nespresso has long been known as a premium provider of home espressos, and now we’re responding to the changing coffee-drinking climate with the launch of these specially crafted blends for milk-coffee lovers”, Nespresso said.

Lucas Peon, Executive Creative Director at J. Walter Thompson London, added: “The tone captures both the spirit of Nespresso’s commitment to coffee excellence and the creative nature of the new Barista Creations range.”

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