This 2012 ad is all about design, be it of the ad itself or the Nespresso machines. Both of them have an aura of cleanliness and simplicity that make the product desirable. While most of the K-cup ads, one of Nespresso’s competitors in the US, is all about giving information to the potential buyers, this ad caters to their deepest emotions. Who wouldn’t want to have such a white and clean kitchen or office space?
The slogan “Coffee, body and soul” shows how the brand plays with words to talk about the quality of their products and, at the same time, trigger emotions in those seeing the ad. Body and soul are frequently used terms when talking about coffee (specially when talking about taste). This two terms are also about man’s constant search of balance, something that can also relate to the brand’s target audience of professional, who are in the constant struggle of balancing work and personal life.
Though it does not bluntly state the array of coffee options the brand offers, by saying that the machine lives for “only u” they are reinforcing the concepts of identity, individuality and specialness. In Liquid Times Zygmunt Bauman argues that the process of constructing an identity is sold to us as something that is fun, as that should be pleasurable, and as an indicative of individual freedom.
- Zygmunt Bauman. Liquid Times: Living in an Age of Uncertainty. Cambridge: Polity, 2006 – Link