After reading tea leaves now we can read on your cup of coffee !
More recently, The You Code, wrote by James and Moore dissected the different personalities associated with the types of coffee drinkers as following.
Black coffee drinker: Sharp, neat, and to the point. Black coffee drinkers are considered minimalists. They are usually associated with high flyers and professionals.
Espresso drinker: This person is known as experienced and energetic. They are fast talkers, always looking for a good time. The downside is they tend to be moody.
Cappuccino drinker: People who drink cappuccinos are cute, loving, and warm. They are usually passionate and caring. Since they are creative, honest, kind and hard working, they put a lot of effort into personal relationships.
Latte drinker: They like to savour their coffee, taking time to ponder life’s complexities. They are indecisive, calm, and appreciate chivalry in a man. They are very supportive in a relationship.
Mocha drinker: They are complete romantics and love to be in love. They can be very affectionate, compassionate, and insightful. These spontaneous flirts are unreliable and have a hard time committing to long term relationships.
Frappucino drinker: They are trend setters. Full of life and an adventurous spirit, they like to mix things up. They are on the extroverted side, and makes friends easily. Usually known as life of the party, they are always looking for new activities and would never turn down a challenge.
Decaf soy milk drinker: A self-righteous, attention seeker with a tendency to be picky and fussy.
This theory is very
interesting as it segments the market taking into account personalities of
drinkers, their consumption habits, likes, dislikes, and way of living...
Plus, it involves the
customer at a personal level. Indeed, customers are now “me-oriented” and seek
for products which will perfectly match with who they are.
Luxury coffee brands well
understand it and work on widening their range and offering the customer a
great choice of coffees. As everybody is different and has different tastes in
coffee it is really hard to
have unanimous support. This way coffee brands can satisfy a large range of
drinkers.
This
is the case for Nespresso and its famous “dosettes” system. The 12 types of
“dosettes” permit every drinker to find his perfect cup of coffee.
When
presenting their offer, Nespresso really highlights personalities linked to each
type of coffee.
In
the first commercial we can see George Clooney entering a Nespresso shop while
two women are talking and he thinks they are talking about him: “Dark, very
intense, balance, unique, mysterious, an intense body, delicate and smooth,
with strong character, rich, he could be South American, deep and sensual...and
a delicate after taste”. It is funny to see that a man could be described as we
describe a coffee. This commercial shows the desire of Nespresso to give a
personality to its coffee so that people can identify themselves and feel good
about who they are.
In
their latest commercials called “The Swap”, they even use names of “dosettes”
as name for people as if the type of coffee you drink totally described how you
are.
George
Clooney: “Miss Volluto?”
Nazanin
Boniadi: “That’s incredible! I always expect you to be
much more...”
G: “Taller?”
NB: “ No, no ! Much more Ristretto ... Good night mister Decaffeinato”
At
the end of the commercial you can see the following screen saying “Each Nespresso
coffee has its own character, members Nespresso as well...” implying that they
fit with every consumer needs.
In
the last digital experience launch by Nespresso called “Who else?” you could
enter the Nespresso commercial “the swap”. The result is a fake article on you
and your Nespresso personality according to your answers during the game.
This
system is a real success because it creates a funny and convenient ritual of
consumption. Indeed, when being in group everybody can choose a different type
of coffee and it can start discussions or jokes about people tastes and
personalities. Being alone, people feel like taking a shot of strenght, confidence or sensuality starting
their day in the skin of the person they choose to be!
The brand
Lavazza also get into the “dosettes” market even if they are less playing on
the personality aspect of each type of coffee they are offering. They have nine different
“dosettes”
In their various communication campaigns, Lavazza puts a spotlight on women in different situations to illustrate
characteristics and value of the global coffee brand, not really each dosette
personality.
For example, in 2007, they did a campaign representing several heroine characters
to remind of the strength and beauty of women who drink this coffee brand.
In 2008, they want to show that they are a premium quality brand,
precious and fancy so they featured women with a lot of details reminding of
royalty.
And in 2009, they are highlighting their Italian identity.
Every campaign is sensual and extravagant to remind the consumer that
drinking Lavazza coffee, he has no limit, he is superior and can be who he
wants to be.
Thus, Lavazza works on coffee & identity but not in a
customer-oriented way. They are more focusing on their brand identity.
