Nespresso for everyone

The new Nespresso commercial featuring George Cloony is out. This is the second in line to activate the “What Else?” campaign launched one year ago, when George Cloony became the new brand icon.



This is a best practice to illustrate the inclusive strategy of Nespresso. It takes into consideration the requirements of a specific target group (in this case baby boomers) without excluding the rest of your main target group (20-45).
George Cloony is aspirational for both age groups.
The opposite example is Dove with its Pro-Age range targeting 50+ women. It’s positioning is explicit in the whole marketing mix (packaging, product benefits, media selection, etc.).