Nescafe’s week of public activations for its Dolce Gusto system began in Sydney today with a showcase of the machines and flavours at popular marketing hotspot Wynyard Park:
Nescafe targets the Dolce Gusto capsule coffee system at a level somewhat that of its other portioned brand, Nespresso. Heretofore, there has only been sparing advertising for Dolce Gusto, at least in comparison to the outstanding promotional efforts for Nespresso, though that is beginning to change as Nescafe seeks to compete more actively with the home brand system being pushed by Woolworths and Aldi.
The Dolce Gusto system is being distributed by machine partner De’Longhi, similar to the relationship between Nespresso and its machine partners (De’Longhi and Breville). When it was first launched, a De’Longhi representative gave us the following explanations of the differences between the two systems:
Consumers that are buying the Nespresso product are buying the premium brand in portioned capsules, but Dolce Gusto is an attractive alternative for those consumers that may not necessarily be after a full café experience but want to have a café type of quality at home.
The public will be invited to trial the Dolce Gusto system at pop up cafes in Sydney and Melbourne:
- Wynyard Park, Corner Margaret Street and York Street, Sydney – Monday 24 March 2014 from 7am to 2pm.
- Broadway Shopping Centre, 1 Bay Street, Ultimo – Tuesday 25 March 2014 from 9am to 10:30am.
- Melbourne Central Shopping Centre, LaTrobe Street & Swanston Street, Melbourne – Monday 24 to Sunday 30 March 2014 from 7am to 10am.
Nescafe is also running a cashback on its Dolce Gusto machines: $75 back on the Genio, Melody and Circolo models until 11 May 2014.