Nespresso shifts global creative responsibilities from McCann to Leo Burnett
Nespresso Announces Shift in Global Creative Account to Publicis Groupe's Leo
Swiss-based coffee brand Nespresso has selected Publicis Groupe's Leo as its new global creative agency, ending almost two decades of partnership with McCann. According to sources familiar with the matter, the decision followed a competitive pitch process involving McCann, WPP's Ogilvy, TBWA, and others. McCann had submitted a repitch for the account.
While Nespresso will no longer collaborate with McCann on flagship creative projects, the brand will continue to work with McCann Worldgroup and other IPG agencies in various capacities, not limited to FutureBrand, UM, Weber Shandwick, and MRM.
McCann's spokesperson expressed pride over the past partnership, citing successful collaborations such as the debut of the "What Else?" campaign in 2006 and the longstanding role of George Clooney as brand ambassador. McCann wishes Nespresso well in its future endeavors and looks forward to continuing its collaboration in other areas.
At the time of publication, Nespresso and Leo did not respond to requests for comment.
Background
Established in 1986, Nespresso has been a driving force in the at-home coffee market with its premium coffee capsules and matching machines. Over the past 19 years, McCann leveraged humor, sophistication, and celebrity appeal to market these products worldwide.
Through the "What Else?" campaign, George Clooney debuted as Nespresso's brand ambassador, subsequently featuring in numerous tongue-in-cheek spots, along with other celebrities such as Jack Black and, recently, Eva Longoria. Nespresso has been a significant growth driver for the company, contributing to organic growth despite a 1.8% sales decrease in 2024.
Focus on Younger Consumers and New Product Lines
In an effort to attract younger consumers, particularly Gen Z, Nespresso has been prioritizing awareness-building in the United States for over a decade. The brand has opened numerous flagship boutique stores in cities like New York, San Francisco, Miami, and Beverly Hills.
Last September, Nespresso entered a new era with the launch of Master Origins Colombia, a honey-infused chilled, ready-to-drink coffee product, marking a departure from its traditional capsule-based offerings. This move signifies Nespresso's efforts to keep pace with market innovations and cater to younger consumers' preference for on-the-go beverages.
CEO and Top Marketer Discuss Strategy
Nespresso's audience primarily comprises consumers aged 30 to 50, a group known to purchase home appliances. However, younger consumers predominantly drink coffee outside the home. According to Jessica Padula, Nespresso's Vice President of Marketing and Head of Sustainability, the RTD launch provides insight into this demographic and may influence their future purchasing decisions.
[1] Consumer Preferences and Gen Z Trends[2] Publicis Groupe's Leo Creative Network[3] Competitive Pitch Process[4] Innovative Approaches and Creative Realignment[5] Market Evolution and Rebranding Opportunity
- In an effort to appease younger consumers, particularly Gen Z, Nespresso shifted its global creative positioning from McCann to Publicis Groupe's Leo, aiming to leverage the creative network's innovative approaches to drive growth.
- As Nespresso moves towards new product lines like ready-to-drink coffee products, the brand's focus on attracting Gen Z consumers becomes imperative, signifying a strategic creative realignment to keep pace with market innovations and consumer trends.
- Despite ending a nearly two-decade partnership with McCann, Nespresso continues to value the agency's role in its finance and business operations, collaborating with McCann Worldgroup, FutureBrand, UM, Weber Shandwick, and MRM in various capacities.
