The Last Capsule

Nespresso turns scarcity into ritual—while Google makes short-form video the default for performance, Meta scales AI backgrounds to fight fatigue, and Shein uses creators to validate demand before production.

Author

Javier García
December 18, 2025 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

Sponsored Section

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Best Ad of the Week

Nespresso – “The Last Capsule” (2025 Global Brand Campaign)

Nespresso’s “The Last Capsule” is built around a surprisingly emotional moment: running out of something you love. The ad follows different people realising they’re down to their final capsule. One saves it for a quiet Sunday morning. Another hesitates, then shares it with someone else. A third brews it immediately, no ceremony. The product is the same, but the meaning changes every time. The film closes with a simple line: “How you enjoy it matters.”

Key marketing lessons

• Turn scarcity into storytelling: Instead of urgency or panic, Nespresso frames the “last one” as a moment of choice and intention.
• Elevate routine into ritual: Coffee becomes less about consumption and more about how people mark time, pauses and priorities.
• Emotional premium over functional premium: Taste and quality are assumed. What’s sold is the feeling around the moment.
• Behavioural insight over invention: Everyone recognises the hesitation before using the last of something they value.
• Quiet confidence in category leadership: No discounts, no features, no claims. Just trust in the brand’s place in daily life.

A reminder that premium brands win not by shouting quality, but by understanding how people emotionally interact with what they love.

Sponsored Section

The Future of Shopping? AI + Actual Humans.

AI has changed how consumers shop, but people still drive decisions. Levanta’s research shows affiliate and creator content continues to influence conversions, plus it now shapes the product recommendations AI delivers. Affiliate marketing isn’t being replaced by AI, it’s being amplified.

Weekly Tip

Use Momentum, Not Pressure

People respond better to flow than force. Momentum keeps them engaged without feeling pushed.

• Lead naturally from insight to action
• Avoid aggressive language that creates resistance
• Let the logic of the message pull readers forward

When momentum builds smoothly, action feels like the next step—not an obligation.

Weekly Challenge

Search Bar Test

This week, create content based on what people are already searching for:

• Go to the search bar of your main platform and type a keyword from your niche
• Note the auto-suggested searches that appear
• Pick one and create a post that directly answers it
• Make the first line match the search intent clearly

Content aligned with real searches has a higher chance of being discovered by new audiences.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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