Nespresso

Jessica Padula, Nespresso’s VP of marketing, on tapping into existing communities, hanging out in Reddit threads and how the coffee brand is using data to stay close to its customers.

Retailers court luxury goods to compete with Amazon; indie agency Tombras acquires Opinionated; and talk of an AI bubble dominates discussion at Davos.

The physical presence of the boutique is a force multiplier for Nespresso’s marketing efforts. Like many other DTC brands (including those it shares space with at the outdoor mall), it’s using a storefront to build brand equity.

Jessica Padula describes how Nespresso attracts Gen Z customers who are “obsessed with coffee” via brand events, a strong CRM program and Reddit.

Is there a correlation between high attention scores, low emissions scores and business outcomes? To find out, Mars and Nestle-owned Nespresso are testing two new private marketplace (PMP)-based products developed by attention metrics provider Adelaide.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Great Search TikTok has made waves because of its organic traction as a new kind of search engine. People use it to look for stores and restaurants nearby, where to travel, where to stay – you name it. But TikTok hasn’t effectively […]