As the battle for sport’s oldest trophy reaches a climax in San Francisco Bay, America’s Cup sponsor Nespresso has released a series of short films called ‘Taste The Magic Of The Cup.
The films, one of which is released each day of the competition, aim to both dramatise and explore synergies between the advanced technical precision of both yacht racing and the Nespresso coffee experience.
The films explore various aspects of the racing from an insider’s perspective: from ‘162 Years Of Passion And History’
and ‘The Ultimate Machine’
and ‘The Cup And Me’
In addition to this series, the brand is also rolling out more directly promotional online spots leveraging its America’s Cup rights
Nespresso, which is both the official coffee of the 34th America’s Cup and an Elite Sponsor of Emirates Team New Zealand, is also backing an America’s Cup Instagram campaign.
It is inviting sailing fans to take pictures of the event and push them on Instagram using the following hashtags: #TasteTheCup, #AmericasCup, #ETNZ
The Nespresso team’s marketers is then uploading the best live content on the official Nespresso and America’s Cup instagram accounts in as close to real time as possible
The premium coffee brand is leveraging its rights by offering the sailors of the competing vessels (Oracle Team USA and Emirates New Zealand) and the fans a taste of the Nespresso experience.
There are several Nespresso cafes within America’s Cup Village and America’s Cup Park where guests can enjoy food and drink as they experience the action of the races on the bay.
Spectators can also purchase Nespresso products via an iPad at the North Point location in America’s Cup Park.
The brand has also opened its first West Coast flagship Nespresso boutique in host city San Francisco’s Union Square is the first Nespresso Flagship Boutique to open on the west coast and is a natural fit for the brand as the epicurean city is known for its appreciation of premium coffee
All these locations are offering the four new signature coffee recipes Nespresso has created in celebration of the 34th America’s Cup: Vanilla Wave, Coconut Breeze, The Fog and Crossing the Golden Gate (created by local San Francisco Barista Heather Sanchez).
Nespresso also created a limited edition Maestria coffee machine for the race: which comes complete with the America’s Cup logo and International Maritime Signal Flags which evoke the sleek style and technical design of the speedy AC72 class catamarans used in this year’s regatta.
Another strand of Nespresso’s activation sees the brand work in sailing-led partnerships with a number of drinks industry media titles – from Haute Living to the New York Drink’s Examiner.
Nespresso invited its media partners to share its celebration of the cup by inviting them to attend the Luis Vuitton Challenge and the America’s Cup itself, through hospitality experiences, taking them onboard the boats, giving tours of the boatyards and offering them slots as Nespresso Club Bloggers
Comment
Nespresso has a long link with the world of sailing and the America’s Cup in particular. This began when it signed up as a co-sponsor of Team Alinghi in the 32nd America’s Cup (a deal which ran between 2004 and 2007) and evolved to see the brand become the official coffee of the 33rd America’s Cup.
In 2010 Nespresso and Wally (a world leader in yachting innovation) launched the Nespresso Cup: an international regatta exclusively for the Wally Class in Portofino, Italy.
Nespresso supports sailing as it believes the sport offers ‘a prestigious image, international scope providing multi-faceted opportunities for brand exposure and a unique way to experience the brand’.
The coffee company says the strategy behind linking up with the world’s oldest sporting contest is based on amplifying how Nespresso and the America’s Cup share the same values: passion, commitment and pride in the continued search for excellence and perfection.
It believes the exclusive event, dubbed F1 on water, dovetails neatly with Nespresso’s wider strategy which is built on three key pillars: creating the highest quality coffee, smart and innovative machines, and long-lasting consumer relationships.
Nespresso also has partnerships with a range of other premium sports events such as tennis (it sponsors both The French Open and Miami’s Sony Open Tennis), polo (it backs the St. Moritz Polo World Cup on Snow, the Argentine Polo Open Championship and the NY/LA Veuve Clicquot Polo Classic.
Links
Nespresso America’s Cup Campaign Website
http://www.nespresso.com/americascup/
America’s Cup Official Suppliers Website
http://www.americascup.com/en/partners/official-suppliers/nespresso
Nespresso Club Blog
