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Nespresso

Nespresso Nickname Creation

Challenge

Nespresso entered China almost 15 years with two systems, several capsule coffee machine models, and around 70 different flavors of coffee capsules. However, many official product names are too difficult for consumers to recall. For instance, one of the communication obstacles to reaching bigger target audiences in the Chinese market is the pronunciation and spelling of Lattissima One, the hero product of the original range. As the luxury business has done, an accessible, memorable and meaningful nickname is crucial to communicate brand essence while cultivating a positive emotional connection.

Solution

In early 2022 based on rigorous creative research into coffee culture, usage experience, and social buzzwords to amplify the unique selling point, Labbrand successfully created nicknames respectively for 3 capsules and Lattissima One: 小啡象 little coffee elephant [xiǎo fēi xiàng]. The name is a play of phonetic association by replacing 飞 [fēi]with 啡, producing the same sound as the fixed phrase 小飞象, giving a visual impression of the elephant-shaped machine, keeping the product association. The metaphorical expressions increase customer intimacy while bringing the machine a sense of pet-like intimacy.

Results

小啡象 has made the brand’s message appear more intimate and authentic to consumers which confers valuable “street cred” onto Nespresso. The name has been used for a variety of online and offline touchpoints, including the official Chinese website, Weibo, RED, and significant E-commerce platforms like Tmall. It has also been promoted in the popular reality show "毛雪汪" which, according to media reports, has been viewed more than 180 million times online.

In 2022, we continued collaboration with Labbrand who created the nicknames for 4 hero products in Chinese. Among these, Lattissima One is the first coffee machine that owns a unique nickname – playful, memorable and iconic. The whole creation process was enlightening as always. Today, with the launch of 小啡象, we look forward to sharing the distinctive yet enjoyable experience with all coffee lovers.

Nespresso Brand Team