By Claire Reilly
Nespresso unveiled its new U machine to trade and industry representatives in Sydney last night, calling on some serious designer clout to help assert the brand’s dedication to style and aesthetics with new coffee machine.
In a presentation to guests, including key buyers and floor staff from retailers such as David Jones and Harvey Norman, Nespresso national sales manager John Ciaglia showed off the features of the U and outlined the marketing campaign that would be launched to support sales.
The U will be promoted with an advertising campaign, including TVCs featuring brand ambassador George Clooney as well as outdoor advertising. Retail sales will also be driven with a two-tier cash back incentive in the key Father’s Day buying period, which will be available on selected Nespresso machines.
On hand at the event to talk up the U machine’s aesthetics was renowned interior stylist, Sibella Court, who has previously worked on design projects for the Merivale Group, Vogue Living and a range of US retailers, and is currently in the process of “designing an island” in the Maldives.
Court presented guests with three dedicated design spaces to show off the machine, talking up its versatility as an appliance that can be used in various rooms of the home, including the kitchen, lounge room and home office.
Nespresso U coffee machines on display at last night's launch.