George Clooney Brings “A Cup Above” to the U.S.
Nespresso, the worldwide pioneer and reference in premium, single-serve coffee, announced in November 2015 that George Clooney — actor, screenwriter, producer, director and activist — would extend his relationship with the company by becoming the new brand ambassador in the U.S. An integrated marketing campaign, which brings to life Nespresso as “a cup above,” spans television, print and digital, a partnership web film, social media and a dedicated microsite.
George Clooney has been a long-term partner with the brand in Europe and other international markets, charming fans and coffee aficionados in broadcast and print campaigns since 2006. He also serves as a member of the Nespresso Sustainability Advisory Board, collaborating on ideas and solutions towards improving the lives and futures of coffee farmers.
“We are thrilled that George Clooney is expanding his relationship with Nespresso by becoming the new U.S. brand ambassador. We are very proud of the work we have done together and we look forward to extending the partnership to bring our brand story and high-quality, sustainable coffee to more and more people in the U.S.,” said Guillaume Le Cunff, President, Nespresso USA and member of the Nespresso Sustainability Advisory Board.
“I’ve been working with Nespresso internationally for nine years and I really love and respect the brand, what they do, and how they do it,” said Clooney. “Nespresso and I have a shared commitment to sustainability, most recently helping to rebuild coffee farms in South Sudan. They are an incredibly responsible company and I am excited to expand my partnership with them into the U.S.”
In the television ads, Clooney, dressed in a war general costume, is in a movie studio commissary lined up for coffee when he meets Danny DeVito, who is wearing a Napoleon costume. Danny is pouring himself a coffee from an antiquated coffee pot while George brews himself a fresh Nespresso. Intrigued with George’s coffee selection, Danny asks to be introduced to Nespresso. With characteristic wit and charm, George agrees to train Danny in the art of good taste – from his coffee selection to the beauty of tango dancing to a finely tailored suit. In the end, George himself is even impressed. Through their entertaining and comedic interplay, Clooney and DeVito, friends on and off screen, demonstrate how everyone can “Experience a cup above.”
The statement is an invitation into Nespresso’s elegant lifestyle and the company’s commitment to deliver the highest quality sustainable Grand Cru coffees to its consumers. Only one to two percent of the world’s coffee crops meet the brand’s strict quality requirements and aroma profiles.
“George Clooney has shown great interest in the lives of coffee farmers, and the initiatives Nespresso has undertaken to support them in producing high-quality sustainable coffee and enhancing their welfare. He has been involved from the beginning in our efforts to revive high-quality coffee production in South Sudan, which is contributing to economic development in the country,” added Le Cunff.