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Weber Shandwick Lands Global Nespresso Social Media Brief

Asia Pacific, EMEA, Global, North America

Arun Sudhaman 27 Apr 2012

LAUSANNE, SWITZERLAND--Weber Shandwick has been appointed to handle global social media duties for Nestle's fast-growing Nespresso brand.

The brief is understood to include the development of a cohesive social media strategy for the high-end espresso brand, along with community management and implementation. 

Spokespersons from Nespresso and Weber Shandwick confirmed that the firm had been appointed to handle "the Nespresso HQ social media assignment", but declined to provide further details.

It is thought that the appointment follows a lengthy stop-start review that considered proposals from advertising, digital and PR agencies.

Weber Shandwick already handles Nespresso's corporate and consumer PR activities in 14 markets across the EMEA region. This has included supporting the brand's popular George Clooney advertising campaign, and helping to introduce new products.

To date, Nespresso's social media activities have largely focused on Twitter and Facebook, where its Nespresso Club initiative has helped engage with new communities. 

Nespresso sells espresso machines and packaged coffee capsules, a market that is growing at a rapid clip. It reported annual sales of $3bn in 2011, after averaging yearly growth of 30 percent over the previous decade, making it Nestle's fastest-growing big brand.

Competitors include Kraft's Tassimo and Senseo by Sara Lee. The company also competes with rivals selling discount coffee capsules compatible with its machines.

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