By Martin Vedris
SYDNEY: Nespresso is projecting big things for its new CitiZ coffee machines, manufactured by De’Longhi and its capsule system. And at a celebrity launch event last night at the Summit, that vision became reality, and it was literally the size of the side of a building.
Using technology never before used in Australia, Nespresso projected a movie of its new CitiZ coffee machines on the side of a building in the Sydney CBD while celebrities, valued employees of Nespresso Australia and De’Longhi Australia, and a select group of the media, looked on from the building opposite at the official Nespresso launch party in the Summit restaurant.
Guests at the event also received a sneak preview of the new George Clooney TV advertisement for Nespresso to be aired throughout this year. It is the third in a series of humorous TV ads featuring glamorous women, Clooney and Nespresso’s capsule system.
“The unveiling of the CitiZ range with Sydney’s iconic skyline as the artistic canvas for the launch moment was a true reflection of the inspiration behind both the machine range and the new advertising campaign,” said Nespresso Australia marketing manager, Belinda Lees.
Nespresso Australia’s general manager, Reynaud Tinel, expressed his vision for the brand in Australia with the news that worldwide, the Nespresso client base has passed the 5 million mark — making this a several billion dollar business globally.
“2008 was a great year for Nespresso globally,” said Tinel. “The company reached the symbolic milestone of 2 billion Swiss Francs (approximately $2.5 billion AUD) in 2008, with an average growth of 35 per cent for the eighth consecutive year. It also reached another symbolic milestone of 5 million club members worldwide.
“Nespresso also accelerated its AAA Sustainable Quality Program, designed to improve the quality of life of coffee farmers and their communities while safeguarding supplies of the highest quality coffee beans. We are now working towards 50 per cent of the coffee we source to be of AAA Sustainable Quality by 2010.”
Australia is an important market for Nespresso and in partnership with De’Longhi Australia, both companies are investing considerably into further advertising and promotion. As a result, the Nespresso Essenza by De’Longhi, was the highest-selling coffee machine late last year.
“For Australia, 2008 was an even more exceptional year,” said Tinel. “We experienced a remarkable growth of more than 80 per cent, we opened three new boutiques, in Brisbane, Chadstone and Perth, and reached in December 2008 the emblematic position of number one, when our Nespresso Delonghi Essenza machine became the most sold espresso machine in Australia and still holds this position.”
In addition, Nespresso is launching five new coffee blends, bringing its total number of available blends to 16.
“Nespresso is introducing this year five new sensations, in particular three ‘Pure Origins’ new blends — a selection of three extraordinary espressos, each exclusively and genuinely composed 100 per cent from a single country of origin: Indriya from India, RosaBaya from Colombia and Dulsao do Brazil,” said Tinel.
“With the launch of CitiZ, the introduction of our new coffee range selection and the opening of new boutiques, we are confident in our future in Australia.”
The new Nespresso CitiZ by De’Longhi range includes three models. The CitiZ (RRP $369), the CitiZ & Milk (RRP $499), which includes the Aeroccino milk frothing device, and the CitiZ & Co (RRP $699).