Nespresso's brand endorsement strategy goes on

A new icon will embody Nespresso brand values. This time, it is a European actress promoting cappuccino. This slight change is meant to appeal American consumers (who fancy more coffee with milk)

source: http://theadsmag.com/penelope-cruz-the-new-face-of-nespresso/

Competitive war : a tight market competition environment

An interesting article about the present war going on between Nespresso and Ethical Coffee Company (which sues Nespresso for smear campaign and unfair competition practices) http://www.bloomberg.com/news/2012-12-05/nespresso-sued-in-paris-by-ethical-coffee-for-smear-campaign.html