I do not drink coffee. That’s right! In fact, I’ve never even tried it. Being Brazilian and from Minas Gerais, this sounds a little weird, but I’ve got to fit in socially without this habit.
A SIGNIFICANT EXPERIENCE
This exception made, I will talk about my significant experience with coffee. On an international trip, a few years ago, I decided to go to a Nespresso store to buy a gift for my husband, who is passionate about this delicacy. Although residential machines have already arrived in Brazil at time, there was no own brand’s store in my city yet, and he was really enjoying our machine recently gifted by a friend.
I confess that visit was quite unpretentious, getting gift quickly and leave, but I was immediately involved in the whole atmosphere of colors, smell and good design, from product packaging to decoration. It was a sudden and intense contact with the brand that allowed me to live a different experience and to go over everything I knew about the customer experience.
Certainly I was there to buy, but I would be an occasional customer only, that would not generate enough revenue to, in a traditional target audience definition process, consider me as a target. However, although nothing there was thought of for my consumption profile, I felt invited for a cup of coffee.
MAIS QUE UMA XÍCARA, PESSOAS
I refused coffee and kept my eccentricity, but as sustainability manager, I never stopped following the brand. Last year, I was pleased to receive Claudia Leite, a Nespresso sustainability manager in Brazil, at FCA (company that I work for) for a conversation about circular economy. I have received a class about subject and started to admire the brand even more.
The last Nespresso campaign “Um Café Excepcional É feito com Cuidado” [“An Exceptional Coffee is Made with Care”] is about “people” and it’s about my experience with the brand.
I am not a consumer of a perfect cup of coffee, but I am interested in people and sustainable processes.
Are you a fan of coffee?
Highlight photo: Photo by Robert Shunev on Unsplash
Nespresso store photo: Photo by Efe Kurnaz on Unsplash