Nespresso was leading the premium portioned coffee sector, with annual growth topping 30 per cent for the previous 5 years, and a franchise of over 6 million club members worldwide. But in the face of increasing competition in the market as well as for highest quality raw materials, Nespresso needed to define a platform for innovation to protect growth and maintain share of market.
We analysed Nespresso’s assets, risks and social context. Its heritage of leading innovation and expertise was clear, and pointed to the opportunity for collaboration with external experts to define its role as a leading player in creating a sustainable future for highest quality coffee. This led us to create Ecolaboration, Nespresso’s proprietary innovation platform, which was launched mid 2009.
Already it’s spawning new initiatives and partnerships across the whole business – in supply chain, product development and human resources.
Scope: brand audit, strategy, concepts and naming
