Nespresso has taken the stance as a sustainable coffee brand that strongly encourages the recycling of its aluminum coffee pods. Within the single-serve coffee industry, Nespresso is often overlooked. With that, their environmental stance is as well. This is the problem that my group aimed to solve.

We found that Nespresso's primary competitors are Keurig Dr. Pepper Inc. and The JM Smucker Company, and the coffee industry is a $30-32 billion dollar a year industry. Specialty coffee alone makes up almost 10% of the market. Within the United States, the average daily consumption of coffee is 3.1 cups per day. The average beverage price for an espresso drink is $2.45 while the average price for brewed coffee is $1.38. Nespresso has over 30 different kinds of machines, and these machines are capable of making anything from a simple cup of coffee to a professionally made latte. Nespresso also has over 50 different kinds of K-cups.

There is an established market for coffee. Now, companies within this market are a part of the high market share, making it difficult for new competitors to develop. Coffee stays at a maturity stage because it generates sales with the increase of sustainable single-serve coffee. Nespresso is aiming to increase its market share by advertising its environmental stance to those who are interested in environmental conservation.

Our big idea, “Enjoy More than Just Coffee,” is a campaign that facilitates a conversation around the brand, inspires consumers to take part in something bigger than buying coffee, and will ultimately build brand preference and increase market share.

“Enjoy More than Just Coffee” points consumers directly to the environment, saying that the coffee is good, but the environment is better. By enjoying Nespresso coffee, Nespresso users may also protect and enjoy the environment. This media message will be featured in outdoor executive and radio and print ads.

I served as the project manager, media planner, industry researcher, and book designer for this project.