Strategy: Give members a 'taste' of the region’s soul by linking the coffee’s new flavours to the country of origin. The illustrator Christophe Merlin went on a journey to share a travel book infused with the richness of Costa Rica.

Mailing: The client breaks the seal to unlock the richness of the country of origin and reveal the itinerary which leads to the coffee itself. An elegant invitation card and an order form fall on the table ... a series of detachable postcards invite the club member on a journey through the colours and textures captured by Christophe Merlin.

Strong points:·The voyage continues simultaneously through all communication channels (mailing, specific website, exhibition in the Nespresso Boutiques, a specific Tarrazu cup). Results:Well received by Club Members.Good coherence of all communication channel.