Innovation and design focused on the product. The hallmarks of Nescafé Dolce Gusto’s co-branding. BrandJam has a chat with marketing manager Florent Henry about the strategies driving their partnerships.

Brand Jam: Where did the idea of partnerships with fashion brands come from?

Florent Henry: Nescafé Dolce Gusto has always been an unconventional brand. Its strength lies in innovation, in sophisticated design and contemporary edginess. Constant evolution is in the warp and weft of the brand, which naturally led to the idea of partnerships with fashion brands: we want to communicate with our young customers in different ways.

B.J.: So where did you go from there?

F.H.: We started in 2011 with Agatha Ruiz De La Prada, who signed off on two versions of the Piccolo, the mainstay of the Nescafé Dolce Gusto espresso coffee machines: bright colours, lively, cheery patterns, great “personality” and all the distinctive style of this Madrid designer. That was our first venture. Next we inked a partnership with Custo Barcelona, which produced a design gem in brilliant purples, greens and shocking pinks, oozing all the avant-garde spirit of this Spanish brand. And then came our third venture into the fashion world with Fiorucci.

B.J.: Why Fiorucci?

F.H.: Firstly because it’s a historic brand, created in Milan in 1967, but still on the crest of the wave today, and then because it conquered the whole world with its distinctive graphics. Fiorucci crafted a pop version of the Piccolo, with the colours and iconic patterns typical of the brand.

B.J.: How do you choose your brands?

F.H.: Well, the first factor is shared values with our partnership brand. Then absolute coherence with our brand essence. Generally speaking we like to work with lively, cutting edge brands that appeal to the young.

B.J.: Have you any new projects in the pipeline?

F.H.:Yes, we’re definitely pushing ahead, but it’s all still very hush-hush.

B.J.: Apart from the fashion world, are there any other areas that could mesh in well with Nescafé Dolce Gusto? Are you thinking of extending the project?

F.H.: Yes, the world of Nescafé Dolce Gusto with its innovative espresso coffee machines could look beyond fashion. For example into modern art. We’re busy planning plenty of new initiatives for our consumers.