How Nespresso made 40 years feel personal to every member

Turning a global milestone into a personal moment for every member

In 2026, Nespresso turned 40. Four decades of pioneering single-serve premium coffee, building a loyalty programme that today spans 80+ countries and millions of members. The anniversary was a story worth telling.

For a brand built on craft, intimacy and customer obsession, a corporate "Happy Anniversary" wouldn't cut it. Nespresso wanted every loyalty member to feel like the celebration was for them specifically. Not for the segment, not for the market. For them.

The Challenge

The anniversary had to feel like a one-to-one moment. A 40th birthday card from a brand of Nespresso's size and pedigree had to read like it was written for the recipient, or it would read like nothing at all.

That's the loyalty gap most anniversary moments fall into. The brand has a milestone. The member has an inbox. Without personalisation that's anchored in the member's own history, the milestone belongs to the brand, not the relationship.

A personalised video for every member, in every market

Nespresso partnered with SEEN to turn the 40th anniversary into 1.17 million individual celebrations. Each member received a video tailored to their own coffee history with the brand, delivered by email.

Five personalisation points carried the story:

• First name, opening the celebration directly
• Years as a member, anchoring each video in the recipient's own Nespresso journey
• Member favourite coffee and three coffee recommendations based on that
• Two adjectives describing the member's preferred coffee notes (flowery, cereal, spicy, woody, and so on)
• Member segment, shaping tone and offer

The campaign rolled out in waves across nine markets on three continents, in multiple languages, with creative and personalisation tailored to each market's loyalty programme and member base.

Find out more about personalized video marketing and how it works.

Results

The campaign delivered the kind of engagement numbers that loyalty teams rarely see at this scale.

• 1.17 million personalised videos generated for Nespresso members worldwide, across 9 markets on three continents.
• Nearly 9 in 10 members who landed on their video played it. In the strongest markets, play rates approached 100%.
• Nearly 9 in 10 plays watched through to the end. Top markets cleared 90%, and even the most challenging markets held above 80%. When members engaged, they stayed for the whole story.
• 1 in 5 visits converted to a CTA click on average. In the top-performing markets, 1 in every 2 video plays turned into a click.
• Nearly 3 watches per engaged member. Members returned to their video more than once, which is rare behaviour for a loyalty email.

Across the campaign, video play rates ran several times higher than typical email-based loyalty engagement, and CTA conversion ran multiple times above what Nespresso would expect from a non-personalised campaign of comparable scale. The pattern held across all 9 markets, across new, active and lapsed members.

This isn't the first time Nespresso has used Seen.io in their customer journey. An earlier anniversary campaign with Nespresso Greece showed similar success.

About Nespresso

Nespresso is a premium coffee brand founded in 1986 and headquartered in Vevey, Switzerland. Part of the Nestlé Group, the company pioneered the single-serve coffee capsule and today operates in over 80 countries. Its loyalty programme connects members worldwide through tailored content, exclusive coffee variations, and a direct relationship between the brand and the people who drink its coffee.