The briefNespresso proposes a permanent range of 12 premium blends, and twice a year, a limited edition coffee chosen for its rarity, in order to:- enhance the expertise image of Nespresso,- reinforce its innovation capacity and- position itself as a high standard brand.The strategyLeverage the uniqueness of the coffee compared to the classic range of coffee.The campaignThe Internet device for selling capsules and accessories to 20 markets was composed by an Interactive website, e-mailing and banners campaign for the club members and the prospective customers.The originality of the creationThe “big idea” creative was an original graphic identity across an interactive journey which presents the specificity of this new blend: “a naïve animation of the Indian world”.The resultsThis operation has matched over the first expectation: increase by 10% the capsules sales.