global brand community
© Nestlé Nespresso SA, Corporate Communications, March 2012
the Nespresso club members stand as the true representation of our brand. One of the most valuable aspects of the Nespresso brand is the enthusiastic role played by our Club Members worldwide who engage with us and share the pleasure of Nespresso with others. For example, 2011 saw the sixth instalment of our George Clooney Our direct consumer relationships through the Club means that every campaign. In 2004, our Club Members chose George Clooney as day we are in dialogue with tens of thousands of consumers who their Ambassador – and his charm and humour has been central are passionate about coffee and the Nespresso brand. Our focus to the popular campaign. In recent years, this campaign has also on developing and delivering the ultimate coffee experiences to our included online engagement where consumers have been asked, for consumers is underpinned by the interaction and feedback that our example, to guess the ending to the commercial’s story line. This direct relationship with our Club Members communication enhances the consumer already the Nespresso allows. Thanks to it, we are able to deliver experience and assists in positioning the Facebook community has grown to personalised service through our boutiques, brand as inclusive as well as desirable. over 1.5 million fans our Customer Relationship Centres and the convenience of our website. Already the Nespresso Facebook community has grown over 1.5 million fans. This offers a further opportunity to engage with the brand, make it a part of our Members’ lives and an opportunity to share their delight with others. a brand you join The Nespresso Club has grown organically into a global community of some of the most discerning coffee connoisseurs, and has played a part in evolving the global coffee culture while giving it a local identity. These Club Members stand as the true representation of our brand and a lifestyle that is...
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