By Patrick Avenell
Nespresso and manufacturing partner De’Longhi Australia have unveiled a new portioned coffee machine, which is targeted at the entry level and gift giving markets. A timely release, the new Nespresso U (RRP $299) will be heavily promoted in the lead-up to Father’s Day.
Available in black and orange, the Nespresso U has several exclusive variations on previously released machines in the Nespresso range. The biggest change is greater automation, with extraction, pouring and pod disposal all processed in one go.
To commence this process, users choose the pour length to suit their tastes from three settings — ristretto, espresso and lungo — using soft touch buttons with LED lighting. The capsule is then placed in the slot, and by sliding the door closed, the extraction begins.
Another big innovation is the uses of modules on the machine, held in place magnetically. The cup holder on the front can be removed to accommodate tall mugs, while the water reservoir at the rear swings left and right to maximise bench space.
Commercial manager John Ciaglia outlined a comprehensive above the line campaign to support the launch of the U, including George Clooney TVCs, lifestyle and consumer print ads, outdoor displays in key capital cities and digital marketing.
Below the line activity will include a cashback program beginning on 6 August 2012, as well as point-of-sale, training and demonstrations, booths in malls and public relations.
The brand new Nespresso U.
A version of this article first appeared in the July issue of Appliance Retailer magazine under the headline 'Nespresso puts the U in aUtomatic'.