When Color Meets Coffee: Nespresso x Pantone Collaboration

The world's leading color authority PANTONE and coffee brand NESPRESSO came together this summer for a refreshing collaboration that painted everything, coffee machines, milk frothers, capsules, cups, concept stores, and even a Cannes festival activation, in Mandarin Orange: a color that evokes the 1970s and was chosen to lead a limited-edition marketing campaign. Designing an experience that encourages purchase In the saturated, competitive coffee market, the experience that begins with the eyes before reaching the taste buds is what drives customers to reach into their pocket and expand their purchase. Because honestly, who doesn't need an orange frother, machine, or ice tray? It all starts and ends with a great story As with every successful collaboration, the behind-the-scenes story, sharing the creative team's brainstorming process and way of thinking with us as consumers, is what makes the difference between random color choices and very precise ones that pull us into the summer atmosphere and the vibe of both brands. The "limited edition" framing creates urgency: by the time these posts are written, the collection is already almost sold out in the brand's boutique stores. Creating desire, a short note on how they do it When I analyze Nespresso's move of branding the iced coffee summer experience, it's a bit like marketing ice cream in winter. They convince us easily how fun it is to make, and then luxuriate with, a cold coffee by the pool or at the beach. As long as you have an orange thermal glass, right? Coffee as a category, not just a drink Coffee has long ceased to be just coffee. It's an experience with a ritual around it. It's a status symbol, the coffee machines that have moved into our homes and stand proudly on the counter, or the companies that attract employees by bringing in a barista to the office under the banner of "employer branding." It comes in a variety of versions, types, flavors, cold, hot, flat white, cold brew, macchiato or cortado. Experiences this rich can't be differentiated without branding. So Nespresso and Pantone chose to paint the entire coffee experience in Mediterranean hues and tell the story at the highest level, at every consumer touchpoint.