Nespresso has launched a new digital platform in partnership with Google and YouTube and also roped in celebrities George Clooney and Matt Damon to assist the launch. The ad will run on mediums such as TV, outdoor, print, digital and PR in all global markets except US and Canada.
The TV commercial extends to the digital world where viewers can uncover film excerpts of Clooney in action as a member of the newly founded Nespresso Sustainability Advisory Board. This shows Clooney discussing Nespresso’s sustainability initiatives can be discovered on Nespresso’s YouTube channel.
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The TVC, titled “In the name of pleasure” was created by McCann and ties in with its previous campaigns where sexy brand ambassador Clooney is side-lined for a cup of Nespresso. Clooney has been the brand ambassador for Nespresso since 2006.
Clooney, this time around, is joined by Damon to showcase Nespresso’s product range and its app. Damon was allegedly paid US$3 million for appearing in a 20-second commercial.
Reported in The Drum, Jean-Marc Duvoisin, CEO of Nestlé Nespresso S.A said the partnership is not just about a TV campaign.
“This leap forward in our brand strategy is about giving coffee lovers the chance to embark on their own voyage of discovery into the world of Nespresso via a unique innovative digital platform, where they are free to create their own, personally-tailored experience,” he said.
Meanwhile Matt Brittin, VP Google Northern Europe and global sponsor of Nestlé relationship, said: “Nespresso is a pilot participant of our Brand Partner Program, where brands think and act like content creators to leverage the full power of their YouTube channel. Nespresso is a global brand with fantastic consumer love who we are already working with to create the next generation of branded-content.”