New cross-border experience of Nestle Coffee Dolce Gusto and MINI

Nestle Coffee Dolce Gusto, which is popular in Europe and America, has entered the coffee market with personality and creativity since it entered China. In marketing, Nestle Coffee Dolce Gusto has been looking for new consumer excitement. Recently, it and the "city people really know how to play" British classic car MINI launched a global limited edition, two clearly can rely on historical accumulation, taste and appearance to move consumers, but want to break the traditional trend of play, but also attracted the heartbeat of fans.

Why cross the border with MINI?

Coffee and car cross-border, if "boundary" refers to different brands, different categories, different platforms, different areas, it is better to say that it is the corresponding different user experience! Therefore, the "boundary" of cross-border marketing is user experience. The first cross-border work of the two brands, Nestle Coffee Dolce Gusto capsule Coffee Machine MINI Limited Edition, fully reflects the common stylish and interesting DNA between the two brands, jointly defining a "like-minded" coffee experience.

Speaking of the cooperation with MINI, Altug Guven, senior vice president of coffee business department of Nestl é Greater China, said that the cooperation between Nestl é Dolce Gusto and MINI is global and has been sought after by fans of the two brands in other markets; in China, Dolce Gusto has also become synonymous with the concept of life and taste of Chinese urban people, and our cooperation is bound to raise a new topic among the avant-garde of urban life in China.

Like-minded lead a new consumer experience

Both Nestle Coffee Dolce Gusto and MINI have a simple and persistent attitude towards design and interesting life. In terms of appearance, the two design brands use runway-style fuselage lines, and the combination of orange and black outlines the classic modern texture. What is even more amazing than their appearance is their excellent performance.

The emergence of Nestle Coffee Dolce Gusto capsule coffee machine has created a new coffee experience for consumers with innovative technology. Using Swiss technology and working with Delon, an Italian coffee maker with a hundred years of history, it is powerful and easy to use. Ms. Elaine Yang, head of the Dolce Gusto brand, said that the innovation of capsule coffee allows coffee lovers to have unprecedented fun at the click of a button, moving the cafe home in a minute, as if they were in the fun driving experience of MINI!

The smart capsules are imported from Europe and have been listed in ten classic coffee and drinks, such as cappuccino, latte macchiato, Chocolate Milk Tea and so on. With the greater promotion of this coffee machine in China, there will be more capsule flavor coming on the market in the future.

Offline 2015 Shanghai World Coffee Festival appears.

This limited capsule coffee machine was unveiled at the 2015 Shanghai World Coffee Festival on September 16, 2015. its stunning appearance attracted a large number of coffee-loving white-collar workers to enjoy this cross-border work with modern design genes. and experience the fun of making capsule coffee machine on the spot.

Tmall's official debut online

At the same time online, Dolce Gusto Nestle Coffee worked closely with Tmall e-commerce platform to create a popular style, which was pre-sold at zero o'clock on September 18 at the flagship store of Nestle Coffee Dolce Gusto Tmall, and officially launched on the 22nd. Tmall values the surprise that the cooperation between the two international brands Nestle Coffee Dolce Gusto and MINI will bring to users, and hopes that more people will learn about this innovative product.

Join hands with Uber to renew cross-border cooperation

Nestle coffee Dolce Gusto capsule coffee machine MINI limited edition set off a new round of buying craze among consumers with its extraordinary pedigree and appearance, but also ushered in the addition of "urban travel upstart" UBER.

From September 28th to October 30th, Nestle Coffee Dolce Gusto and UBER jointly launched the "becoming a cooperative owner to win a limited edition coffee machine" campaign, this global limited edition coffee machine attracted the wide participation of white-collar drivers; and during the event, the Uber mobile App page also made corresponding customized changes with the help of Nestle Coffee Dolce Gusto capsule coffee machine MINI limited edition elements.

As the preferred travel software for white-collar workers in first-and second-tier cities, Uber has made this cross-border activity a "tripod", accurately covering the target consumers of both sides, and achieving a win-win situation.

Introduction of Nestle Coffee Dolce Gusto capsule Coffee Machine Brand

Dolce Gusto is a capsule coffee machine launched by Nestle Coffee. It was launched in Switzerland, Germany and the United Kingdom in 2006. The following year, the product was launched in Spain. At present, Nestle Coffee Dolce Gusto Duoqiu capsule coffee machine has been sold in more than 70 countries around the world. The capsule coffee machine, which is popular in Europe and the United States, entered the Chinese mainland market on October 22nd. On September 25, 2014, the new model, the MINI ME, was launched cleverly. On September 18, 2015, the global limited edition capsule coffee machine, which cooperated with MINI, made its debut.

Dolce Gusto comes from Italian. Dolce is "sweet, adjective", and Gusto is "taste", which means sweet taste. Modern coffee shops have integrated into the feeling of home, and soon, consumers want to have a "coffee shop" at home. It is to cater to consumers' pursuit of "home-like comfort", "multiple choices" and "easy adjustment" that Nestle Coffee Dolce Gusto capsule coffee machine arises at the historic moment.

Nestle Coffee Dolce Gusto breaks through the traditional concept of coffee preparation and enjoyment, it breaks the conventional shape like a beautiful work of art, awakens and builds its connection with its space, and creates an exclusive bond with its owner. It hopes to combine the pleasure of coffee with the joy of home, extending the pleasure of enjoying coffee to the blending stage or even earlier, giving people a pleasant expectation.

This capsule coffee machine is one of the most creative products in the history of Nestle coffee. Using Swiss technology, in cooperation with Delon, a famous Italian coffee maker with a history of more than 100 years, it is powerful and easy to use. A small machine can produce the highest 15bar high voltage, comparable to a professional coffee maker in a coffee shop; it uses Thermoblock instant heating technology without preheating; and the original 8-stage water control technology accurately controls the shade. Intelligent coffee capsule strictly selects Arabica (Arabica small seed) coffee beans and carefully roasts and grinds them so that consumers can make a cup of top coffee with elegant and graceful taste in one minute. And with innovative technology and design for the Nestle coffee brand into the fashion vitality.

At present, a total of 5 models have been launched-the futuristic Circolo, the streamlined Melody, the lightweight and lovely Genio, the dexterous texture MINI ME and the handsome MINI limited edition. 10 flavor capsules-fancy coffee latte macchiato, cappuccino, mocha, caramel latte macchiato, black coffee American thick black, American mellow and Italian concentrate, the first iced coffee capsule iced cappuccino, and flavor drinks chocolate milk and Hot Tea, HK Style.