For years, George Clooney has been asking Europeans: “Nespresso. What Else?” For the Swiss company behind the brew, the answer is clear: America.
Clooney, 54, will feature in Nespresso ads in the US for the first time to help promote the Nestle coffee brand in a market that’s proven resistant to smaller cups of java. Alongside actor Danny DeVito, Clooney will star in television ads beginning next week where he “trains Danny in the art of good taste,” according to a statement.
The Oscar-winning actor and director has represented Nespresso - which makes single- serve espresso machines and capsules - outside North America since 2006.
Nespresso needs Clooney’s star power to help boost sales of a new machine tailored to the world’s biggest coffee market, where latte-loving Americans prefer to grab their caffeine on the go at chains like Starbucks Corp. and Dunkin’ Donuts.
Inside US.homes, Keurig Green Mountain devices that deliver bigger servings dominate. Talks with Clooney about extending his deal began in January, according to Nespresso Chief Executive Officer Jean-Marc Duvoisin.
“The US is so large that if we really want to get through, we need support and strong impact,” Duvoisin said in a phone interview. “This is what we believe we’ll be getting with our campaign with George Clooney.”
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