At the same time that a rise in coffee prices was announced, the sudden wave of offers (up to 35% off) “barista” type machines was accompanied by a top-notch publicity campaign. How can the dandy-chic, suave upper-crust image of George Clooney lauding the quality of Nespresso’s coffees and system be erased from viewers memories? The answer might be in an initial subliminal watching of the publicity film for DeLonghi machines; Brad Pitt plays the exact opposite of his Hollywood colleague, with a totally laid-back appearance, an atmosphere without airs and graces, almost natural (even idealized) and with a nevertheless manufactured authenticity.
Between Nespresso’s “coffee à la carte” and Delonghi’s “be your own barista”, we career towards a kind of schizophrenic duality of consumption, until our very taste loses its balance…
Where Nespresso claims to offer you the best coffee in a system almost irreproachable for its choice and quality, DeLonghi wants to draw you closer to current trends where the supreme ethics of consumption can find its slogan in a “no one does it better than you do it yourself”. A debatable trend that may be talked about for years; all those years that are needed to acquire authentic know-how.
https://www.rtl.fr/actu/economie-consommation/cafe-faut-il-opter-pour-une-machine-a-grain-7900068508
