UMILK by Nespresso combines the innovative and flexible water tank technique with the perfectly frothy milk of Aerocchino. To introduce the new machine to the retailers they were sent a mail with a sales folder and a model of froth with the Nespresso monogram in steel as an incentive with the special extra. A partially soft-touch coating accentuated the virtues of perfectly frothy milk. The brochures for traders that followed presented the POS campaign, other innovative features of the machine and classic communication. Other different big and small POS tools tied up the UMILK communication campaign.