Links are locally with Montblanc or Prada

In its residences in Italy and the United States, George Clooney drinks o Nespresso co ee. But his taste or the brand is more reser ed or the only pri ate sphere. The actor and Director now Associates its name with the claw or its new European campaign. On the small hexagonal screens, ad ertising starts this week.

Outside the sector o alcohol, to o er the ser ices o an international star, remains still rare approach in agri- ood, ery rooted on the use o local celebrities. The claw o Nestlé and displays willingness to appear in the eyes o the consumer as a real luxury brand. "George Clooney well embodies the alues o quality o Nespresso and its premium positioning." "It raises as well membership to women and men", belie es Jean-Paul Le Roux, Director General o the rench subsidiary headquartered in Paris now Street peace, the most expensi e o the Monopoly.

High-end label seems indeed more su icient to the mark. It clearly showed last January when its international con ention bringing together journalists rom around the world and large distributors o domestic appliances. The ilm with its uni erse was scrolling re erences to luxury cars, to the high jewellery to claws as Chanel, Hermès, Dior and Cartier. The industry wants to stand out clearly rom the image o other pré-dosé co ee-based systems that ha e de eloped a market become ery competiti e.

His credit, Nespresso brings together many o the ingredients in the uni erse o luxury. He e en better control its brand that it has a broadcasting own and exclusi e capsules o co ee shops and the remote control. The industrial also holds the patent systems o machines associated with his name and determines the design with the appliance actors who market. "As a luxury, we o er the same range throughout the world." "What is rarely the case in the ood", notes Oli ier Quillet, international marketing director. Also the biannual magazine consumer has high log range. "The capsule's igure o iconic object." It is recognized as an o Hermès Kelly bag. "Speci ic gestures related to the use o the product is also unique to the luxury, like the watch Jaeger-LeCoultre Re erso has created a ailo er o the wrist mo ement," adds Michel Gutsatz, Director General o the White Spirit Agency.

A goal, dream

Another is widely used by luxury: the limited series marketed two times per year. The latest re erences o co ee, Bourbon Amarelo, comes rom the Brazil and houses in a capsule to the turquoise trend, to make dream the consumer by him telling a story around the plantations o the plateaus o Poços de Caldas. "Beyond the marketing e ect, this is co ee associated with a notion o scarcity, e en ha ing ailed to disappear", says Thérèse Aldebert, rench subsidiary marketing director. Like ashion, the declination o accessories such as the cups has also accelerated, to respond to the en y o ceremonial o the purchaser o the mark.

In the pro essional world, also, the same codes apply. To better control, Nespresso has resumed since the beginning o the year acti ity ully internally, in the renamed di ision Business Co ee Solutions. or the image, a global agreement was signed with Lexus or a presence in the show rooms o the brand o luxury cars, another exists with Relais & Châteaux. Links are locally with Montblanc or Prada. And in rance, agreements are being be signed with hairdressers o luxury, spas. "These operations"cobranding"can ha e nice showcases or the brand", says Régis Durand, Director-General o di ision Business Co ee Solutions o Nespresso rance. Arri ing with a new generation o machines Gemini to ser e some 220 ca és at the time, the industrialist wants to be more acti e in hotels and restaurants. In business, beyond the presence on the loor o the branch, the ambition is to in est meeting rooms or the home.

Rein ent permanently

As or luxury homes, claw, now regularly cited in debates bringing together pro essionals o marketing, needed time to settle. Launched in 1986, the concept has de eloped a decade be ore take-o really. "Nespresso has changed the repository o price o his uni erse, with a rate per kilogram without common measure with the supply o large distribution". This is no longer the amount o co ee at home in sights but the small black to the bistro. "And then the brand becomes cheaper in the minds o the public," notes Michel Gutsatz.

Continuing to expand its presence in the world, Nespresso has this year, and aster than expected, exceed the symbolic sales o 1 billion CH (EUR 635 million), against 819 million in 2005 and 298 million in 2003. The arri al o new machinery must enable the mo ement. "The pace o inno ation has been tightened." "Today, it is possible to get a new one year", said Jean-Paul Le Roux.

The Cube, which will arri e in June, is broken with round shapes in orce today. It is also equipped with a de ice to heat the cups. Unworkable on more rounded models, this eature was claimed by members o the club o the purchasers o capsules. "He must constantly pro e that the mark has the ability to rein ent itsel ," said Oli ier Quillet. The industrial dream to make the bestseller o the year holiday. Marketing scheduled between October and Christmas is, up to the dressing o stores.

The brand puts this year means to mo e up a gear: in estment marketing progress in 2006 27 in the media, o 50 in customer relationship and 36 in the shops.

Last touch o cream on the cup o co ee to identi y itsel to the world o luxury, Siemens will soon release a machine model lines signed by Porsche Design. 1,000 Euro coin, the product will measure how ar some lo ers are ready to go to get their dose o ca eine.