SYDNEY – 303 MullenLowe and MullenLowe Profero have produced an Australian-developed global launch campaign for the new Nespresso Creatista machine range, following a competitive pitch.
The campaign, which launches on television this week, leverages the Creatista’s ability to automatically produce café-quality frothy milk, asking ‘Why make coffee when you can create art?’
The core campaign positioning alludes to the Creatista’s users being able to harness milk froth to create their own café-style ‘latte art’. In collaboration, MullenLowe Profero and 303 MullenLowe developed the campaign identity, television, outdoor, print and digital assets.
In a global first, Nespresso handed Australian creatives the reins for the Creatista’s campaign. The Creatista machine range officially launches in Australia and New Zealand in November, with the global launch following in a sequenced approach in the coming months.
MullenLowe Profero CSD, Chris Henderson says of the campaign: “Nespresso’s brand identity and product quality are dream territory for any agency, and it’s been great fun working with our colleagues at 303 MullenLowe to further establish Nespresso’s leadership in the home-coffee market.”
303 MullenLowe Client Services Director Tony Dunseath says it’s great to see an Australian campaign being used in global markets: “Nespresso broke with convention when they strategically selected Australian creativity to launch one of their most innovative products. The sophistication of Australia’s coffee market gives us a unique perspective on a product that promises to bring café quality coffee into people’s homes.”
“Milk froth ‘latte art’ is an iconic visual cue of Australia’s renowned premium approach to coffee. Nespresso have empowered people to create their own
‘latte art’, so we’ve packaged up that sense of excitement and quality with a strong and stylish campaign voice. Working alongside MullenLowe Profero, every stage has been instrumental to the quality of the campaign we’re taking to the world,” he added.