In official Nespresso retail stores and authorized technology distributors, customers were buying machines but leaving without capsules. The result was an incomplete experience. No first coffee, no real connection with the brand.
The challenge was simple and powerful at the same time: how do you turn a weak point in the purchase journey into a memorable brand moment, without a big production or a complex activation.
The answer was the price tag. We redesigned it completely, transforming a standard retail label into a premium brand piece with a Buenos Aires Lungo capsule embedded directly into it. Every machine sold came with its first coffee already attached. The experience started before the customer even got home.
