Nespresso, 2023
Developed as part of the Strategic Management course at IULM University, this project focused on repositioning Nespresso to strengthen its relevance among Generation Z consumers.
The strategy, titled “Discover Your Journey of Growth,” reinterprets Nespresso’s iconic sophistication through a contemporary narrative built on motivation, self-expression, and personal growth.
The concept evolved into an integrated campaign encompassing digital activations, influencer collaborations, and experiential marketing—culminating in “Après-Z,” a branded event celebrating ambition and achievement under the claim “Where else?”
The project combined market analysis, brand positioning, and creative strategy, leveraging consumer insights from qualitative and quantitative research.
A comprehensive framework was developed, including value proposition design, co-branding with Amabile Jewels, a digital app experience, and influencer-driven storytelling to enhance engagement and brand affinity.
The work demonstrates an integrated approach to strategic branding and experiential marketing, aligning Nespresso’s premium identity with the energy and aspirations of the Gen Z audience.