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Challenging and defining concepts and related positionings for Nespresso VertuoLine


Lighthouse worked with Nespresso as they were launching a new system in Europe already available in North America. The system, called VertuoLine, is recognized for its revolutionary technology at the service of the best long cup coffee experience. Nespresso’s challenge was to identify the best concepts in order to present its new system to the European audience.


One of our main tasks was to challenge Nespresso’s existing concepts as well as creating new ones. Another one was to understand and analyse the “long cup” coffee market which differs from the single-served usual proposition of Nespresso. Finally, we had to understand who the long cup coffee drinker was to challenge and define new concepts and related positionings for Nespresso.


We conducted a brand audit to understand the brand Nespresso and its situation as of today before running a competitive analysis on all existing alternatives on the “long cup” market, focusing on Europe. We segmented and profiled the long cup drinkers, identifying key moments, mind-sets and occasions for this kind of consumption to help build our concept writing.


We provided Nespresso with a competitive understanding of the European long cup market with a focus on three key countries as well as a typology of long cup coffee drinkers with related mood states and moments of consumption. We then wrote concepts and related positionings based on our work and challenged Nespresso’s proposed concepts. Since then Nespresso Vertuo Line has been successfully launched in Europe.


Market dynamics
Customer understanding
Competitive analysis
Brand audit
Best practices


Brand fundamentals
Positioning options
Leading concept
Implications & gaps


Brand book & guidelines
Marketing strategies
Activation platforms
Communication strategies
Client journey & touchpoints


KPIs definition
Client experience measurement
Learnings & insights



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