Nespresso.
What else?
A couple weeks ago I mentioned the new Nespresso commercials with two extremely well-known opinion leaders, George Clooney and Danny Devito, and how this company did a great job in re-positioning themselves in the market. This commercial relates back to our class discussion between Hanes and Victoria Secret, both products satisfy the consumers need, but one is informational and one is transformational. \Nespresso incorporated a great deal of peripheral cues, this helped them reposition their brand and product from a Blue Product (do, learn, feel) to a Red Product (feel, learn, do). By adding opinion leaders and sophisticated peripheral cues they re-positioned your entire mindset about drinking espresso/coffee. When transforming this product they did a great job in adding the an emotional connection, having Nespresso will embrace your inner classiness.
