Everyone loves free goodies, especially a high-quality fresh cup of coffee while rushing to get to work on time.
Because Nespresso knows how costly buying coffee every morning can be and how time-consuming it is to go out of the way to stop at a coffee shop, it took advantage of this popular human necessity to promote its brand awareness and expand its reach.
💰💸Presidents Day Sale: Get Free access to TheStreet Pro for 31 days – Claim your offer today! 💰💸
From Feb. 11 to 13, Nespresso is giving out free cups of coffee at New York City’s Grand Central Station inside Vanderbilt Hall from 8 a.m. to 6 p.m., with no purchase necessary.
People can choose between hot or iced coffee from four different espresso types and customize it with as much milk and sugar as they would like.
Related: Starbucks offers free coffee after Dunkin’ Super Bowl LIX ad slam
Starbucks (SBUX) , a coffee giant and one of Nespresso’s strongest competitors, recently executed a similar marketing strategy by offering free coffee for one day at all Starbucks locations nationwide and only allowing Starbucks Rewards Members to take advantage of the deal.
However, Nespresso’s execution of this marketing tactic might have been less costly and surprisingly more effective.
Nespresso celebrates the Vanity Fair Oscar party at the Wallis Annenberg Center for the Performing Arts.
Nespresso hits two birds with one stone executing this strategic marketing move
Nespresso chose Grand Central Station, one of New York City’s biggest and busiest train stations, to promote this free coffee offer. This singular location was strategically chosen because it is a form of transport for thousands of commuting New Yorkers daily and an incredibly popular tourist attraction.
Selecting one location also allows Nespresso to extend the offer for longer than a day since the financial implications of giving out the free items would be lower than doing it at all locations nationwide.
Related: New fast food releases to make Valentine’s Day special
Grand Central Station’s popularity is more likely to cause massive media attention, giving the campaign a higher chance of going viral on social media platforms. So far, it has worked.
Nespresso began giving out free coffee on Tuesday, and thousands of videos have already been posted on various social media platforms, specifically TikTok, with multiple regular content creators and influencers creating a massive uproar about the brand.
View the original article to see embedded media.
The temporary pop-up going viral not only grew Nespresso’s social media popularity but also expanded the brand to more audiences that otherwise wouldn’t have known about the company or what it sells, which gained it potential new customers.
Nespresso’s marketing strategy is more financially effective in achieving its ultimate goal
Although Nespresso’s Grand Central location is just a pop-up, temporarily occupying the space is far less costly than committing to renting out a permanent location for multiple years.
To make the pop-up location even more enticing, Nespresso put a lot of effort into the aesthetic and decorations, making it look interesting and different, which is more likely to catch people’s eyes as they make their way across the station.
More Retail News:
Olipop makes major move to become a billion-dollar companyPopular retailer flags major trend that could save luxury fashionPopular beverage brand faces another controversy
Nespresso didn’t opt for a pop-up because it lacked funds. It’s owned by Nestle (NESAF) , the world’s largest food and beverage company with over 2,000 brands.
The company has spent millions on its marketing campaigns, closing brand ambassador deals with A-list celebrities like George Clooney to promote the Nespresso brand. It also showed a 60-second ad at Super Bowl LIX, which cost at least $16 million.
As the saying goes, less is more, and Nespresso executed this marketing tactic because it was more efficient in reaching its brand awareness goal, not to reduce marketing costs.
Related: Veteran fund manager issues dire S&P 500 warning for 2025
