We invited celebrities to a gala cocktail evening to launch Nespresso, a machine that brews espresso from coffee capsules. They were up all night.
To introduce the Nespresso range of Intense Grand Crus, we invited media, prominent influencers and Nespresso brand fans to enjoy a multi-sensory experience; indulging them in a combination of Nespresso moments crafted to stir their imagination and evoke and heighten their every sense.
A high-status product needs high-status associations.
Hosted in the cigar lounge of the exclusive Southern Sun Hyde Park hotel, the launch event combined gastronomy theatre and coffee demonstrations alongside cigar, chocolate and cognac pairings. Guests were indulged in a series of mini plated gourmet delights created by Nicolai Giuseppe Pareti, Executive Chef of the bespoke BiCE Ristorante, Southern Sun Hyde Park. A Nespresso coffee bar and the Nespresso baristas provided guests with the unique opportunity to taste, savour, discuss and, through a sensory exploration of their own, discover the true meaning of mastered intensity.
Through securing attendance from 30 of Johannesburg’s top media titles, we were able to successfully dominate the coffee conversation during and post-launch period, securing more than 20 editorial features on the Intense Grand Crus, as well as additional spin-off coverage for product reviews, spokesperson interviews and recipe features.