At a glance:
The Ask: Reignite consumer interest in Nespresso’s subscription service by framing it as something worth committing to.
The Insight: Consumers find emotional comfort in their coffee rituals — but often overlook how those small moments shape their day.
Our Objective: Shift the perception of Nespresso from a purely functional coffee brand to a source of small, daily joy.
Our Strategy: Position the capsule as a “fortune in a moment” — a simple act that brings emotional reward and encourages subscription.
Overview
Nespresso’s Brand Perception:
a luxury brand offering a diverse range of capsules and sleek, stylish machines.
Premium
Artisanal
Stylish
Exclusive
This campaign aims to reposition Nespresso’s subscription service as a source of small daily joy, targeting urban professionals seeking emotional connection through coffee rituals.
What is the Challenge?
Nespresso’s subscription service lacks perceived value, causing consumers to opt for cheaper third-party alternatives or skip subscribing altogether.
Our Objective is:
To reposition Nespresso’s subscription service as a source of everyday emotional satisfaction to increase consumer engagement and drive sign-ups.
Insight
A simple act that lifts your mood is the one you’ll keep coming back to.
Strategy
Frame the capsule as a small emotional lift — a daily ritual people naturally return to for comfort and control.
Target Audience
Creative Idea:
“Capsule Fortune Mechine”
Inspired by the playful surprise of gashapon machine and fortune cookies, the Capsule Fortune Machine reimagines the Nespresso capsule as a tiny moment of lightness — turning each coffee brew into a small, uplifting ritual with an unexpected inspirng message.
Print & Social
Pop-Up
To bring the Capsule Fortune Machine to life, we designed pop-up installations placed in high-traffic urban locations — office lobbies, hotel lounges, and central plazas.
The tactile experience invites passersby to “brew a little joy” by drawing a capsule that offers a thoughtful message, turning a mundane moment into a mindful pause.
