To launch Lattissima One.
Nespresso was host to more than 160 retail partners at a Sydney event to officially launch its new Lattissima One coffee machine. The machine, available in two colours, silky white and mocha brown, has an RRP of $399.
Equipped with a fresh and innovative milk system, the Lattissima One offers a one-touch solution to prepare coffee and milk recipes, in addition to a fast heat up time of 25 seconds, low energy mode and LED alerts to descale and clean the machine.
The new Nespresso Lattissima One coffee machine
Addressing attendees at the launch, Nespresso Australia and Oceania B2C commercial manager, Nicole Parker said, “We are launching something very special – our new Lattissima One machine. Nespresso launched the first Lattissima machine in 2007 and since then, we have gone on to launch a number of machines. I would like to acknowledge the partnership between two iconic brands – Nespresso, the pioneer of the portioned coffee category, and De’Longhi, the pioneers of fully automatic coffee technology, which allows us to have a one-touch coffee solution.”
The Nespresso Australia team
Nespresso research has shown that 73% of Australians always drink their coffee with milk and 1 in 3 coffee drinkers have said that the cappuccino is their favourite coffee recipe. The portioned coffee segment continues to go from strength to strength and now accounts for 64% of espresso machines sold.
The Lattissima One is designed for time-poor consumers who are looking for a convenient solution that is fast and easy to clean. “With its small milk jug, our target audience for the Lattissima One is single households or those who only drink coffee on an occasional basis, as well as consumers who are concerned about wastage,” Parker said.
Over 160 guests attended the official launch event
To support the launch, Nespresso has invested in an extensive communication go-to-market plan including a national four-week TV campaign, PR activity with key influencers, digital advertising and social media. New point-of-sale will also be introduced into retail stores.