AVANTGARDE was tasked with positioning Nespresso to a younger audience without losing its premium identity. The goal was to introduce Nespresso in a way that resonated with festival goers and urban trendsetters, all while maintaining the brand’s luxury appeal. 

AVANTGARDE activated the brand at Deichbrand and Sonne Mond Sterne festivals with a music experience and a DIY table where guests could create personalized festival items. Additionally, sampling promotions in Berlin and Munich offered a hands-on introduction to Nespresso’s product range in key urban areas. 

The campaign led to high engagement, with festival goers interacting with the music activation and DIY branding table. The urban promotions increased brand awareness and brought Nespresso closer to a younger demographic, successfully combining fun with the brand’s premium feel.