NEW YORK: Nespresso's North American business “grew extremely quickly” in 2008, and is projected to experience growth in 2009 as consumers seek out high-quality coffee products, according to Frederic Levy, president of Nespresso USA.
With a new machine set to launch in August and additional boutique bars to open in New York and Miami, Nespresso USA will utilize PR and its other marketing resources to drive awareness, said Levy.
“Nespresso is developing very quickly on word of mouth, [among] customers loving the products and promoting [them] to their friends,” said Levy. “PR is very important to us and the best way to push products and innovation.”
Currently, AOR Publicis Consultants PR assists with consumer efforts, including the brand's ongoing celebrity engagement program, and Weber Shandwick is aiding the company in sustainability-issues work for the brand.
Nespresso will be present in this year's Tony Awards, according to Greg Eppich, Publicis Consultants PR VP and Nespresso account manager.