Nespresso
Coffee Crystals
Nespresso
Coffee Crystals
Client:
Ogilvy Social Labs
Brand
Direction
FMCG
The Brief
The goal was to redefine instant coffee without losing what makes Nespresso distinct. The team needed to prove that convenience and quality can coexist, introducing Coffee Crystals as a premium experience for loyal members and new audiences alike. The task was to extend Nespresso’s reputation for craftsmanship beyond the capsule - delivering the same unmistakable flavour and care, wherever life takes you.
The goal was to redefine instant coffee without losing what makes Nespresso distinct. The team needed to prove that convenience and quality can coexist, introducing Coffee Crystals as a premium experience for loyal members and new audiences alike. The task was to extend Nespresso’s reputation for craftsmanship beyond the capsule - delivering the same unmistakable flavour and care, wherever life takes you.
The goal was to redefine instant coffee without losing what makes Nespresso distinct. The team needed to prove that convenience and quality can coexist, introducing Coffee Crystals as a premium experience for loyal members and new audiences alike. The task was to extend Nespresso’s reputation for craftsmanship beyond the capsule - delivering the same unmistakable flavour and care, wherever life takes you.
The Work
Shine took a cinematic approach to product storytelling. The creative direction focused on light, texture, and motion - revealing the beauty of the crystals through macro detail and elegant slow-motion shots. Each film followed the transformation of the crystals into rich, aromatic coffee, framed by plissé glass textures and soft, reflective lighting. The campaign spanned social, digital, and in-store touchpoints, with recipe films for hot and iced serves that made the ritual of instant coffee feel indulgent again.
Shine took a cinematic approach to product storytelling. The creative direction focused on light, texture, and motion - revealing the beauty of the crystals through macro detail and elegant slow-motion shots. Each film followed the transformation of the crystals into rich, aromatic coffee, framed by plissé glass textures and soft, reflective lighting. The campaign spanned social, digital, and in-store touchpoints, with recipe films for hot and iced serves that made the ritual of instant coffee feel indulgent again.
Shine took a cinematic approach to product storytelling. The creative direction focused on light, texture, and motion - revealing the beauty of the crystals through macro detail and elegant slow-motion shots. Each film followed the transformation of the crystals into rich, aromatic coffee, framed by plissé glass textures and soft, reflective lighting. The campaign spanned social, digital, and in-store touchpoints, with recipe films for hot and iced serves that made the ritual of instant coffee feel indulgent again.
The Results
The launch set a new tone for Nespresso in the instant category - premium, sensual, and effortless. It challenged perceptions of soluble coffee, sparking intrigue across Europe and China and drawing customers in through boutiques and digital channels. Coffee Crystals wasn’t just a product introduction, but a statement of intent. A reminder that for Nespresso, innovation and indulgence will always go hand in hand.
The launch set a new tone for Nespresso in the instant category - premium, sensual, and effortless. It challenged perceptions of soluble coffee, sparking intrigue across Europe and China and drawing customers in through boutiques and digital channels. Coffee Crystals wasn’t just a product introduction, but a statement of intent. A reminder that for Nespresso, innovation and indulgence will always go hand in hand.
The launch set a new tone for Nespresso in the instant category - premium, sensual, and effortless. It challenged perceptions of soluble coffee, sparking intrigue across Europe and China and drawing customers in through boutiques and digital channels. Coffee Crystals wasn’t just a product introduction, but a statement of intent. A reminder that for Nespresso, innovation and indulgence will always go hand in hand.
