Eduardo Wöetter

Eduardo Wöetter

Tag Value Strategy

Case study, Marketing

How Nespresso Sells Coffee for $200 a Kilo (And You Think It’s Cheap)

This image is a split-screen photograph comparing two presentations of coffee. The left half shows a messy pile of dark brown ground coffee powder spilled directly onto a rustic, worn wooden plank surface. A simple, rectangular cardboard price tag tied with twine rests near the pile, with "$0.10" handwritten in black marker. The lighting is natural and even. The right half is a high-contrast, luxurious shot. A single, gleaming gold Nespresso-style coffee capsule levitates magically above a black velvet pedestal. A focused beam of light from above makes the capsule sparkle. Below it, a polished gold metal price tag with engraved text reads "$0.80". The background is dark and out of focus, emphasizing the capsule as a premium product. The entire composition dramatizes the difference in perceived value between raw coffee and a packaged single-serving capsule.

Discover how Nespresso transformed a cheap commodity into a $160/kg luxury product using price reframing psychology.

Eduardo Wöetter
January 29, 2026