By Patrick Avenell
Nespresso Australia and its manufacturing partner De’Longhi last night hosted its retail partners at The Ivy in Sydney to celebrate the launch of the new Maestria range of portioned coffee machines. This was latest in a series of nationwide trade events to mark this release.
Guests from the major retailers enjoyed coffee martinis while relaxing in The Ivy penthouse.
The prevailing mood at the event last night was decidedly optimistic, with small appliance buyers from major retailers saying these machines would form a central part of their Mother’s Day product offering. To stimulate foot traffic and encourage sales, Nespresso commercial manager John Ciaglia outlined what he called a 360-degree marketing plan for the machines.
In above the line promotion, Nespresso will once again be showcasing its Academy Award winning spokes-actor/director/writer/coffee lover George Clooney, who has filmed a new TVC to promote the Nespresso lifestyle. This ad will run for three weeks in the lead-up to Mother’s Day. Nespresso will also be running a lifestyle print campaign during this period.
As previously noted on Current.com.au, Nespresso is relaunching its wildly successful cashback offers, with $75 back on both new machines (there’s also $75 back on the Lattissima range and $50 back on all other machines).
An example of the Nespresso cashback POS material.
Finally, in below the line activity, Nespresso will be conducting in-store training, demonstrations and will be engaging bloggers and influencers to spread the word online and in print.
“The Maestria is all about sharing the art of the barista,” said Ciaglia. “The inspiration for the Maestria came from a lot of timeless pieces from yesteryear, products that had an iconic and retro design, and those that resembled luxury — the ultimate in luxury. This machine ticks those three boxes.”
And here are the two machines:
Nespresso Maestria (RRP $749).
Nespresso Gran Maestria (RRP $899).