October 8, 2024
By Fern Siegel

Nespresso is serious about sustainability.

Nespresso machines use pre-packaged capsules, producing a concentrated espresso-like coffee. Its new campaign, by Accompany Creative, highlights that the capsules, made from aluminum, are recyclable.

That reality, underscored by the tag “Choose To Recycle,” defines the three new spots: “Aluminum,” “Myth” and “Choose.”

The creative is running across organic social, ecommerce, boutique retail channels and ongoing CRM/email to Nespresso’s vast member base. Next month, Nespresso is expected to put a paid-media buy behind the campaign.

The capsule shape is a focal point of “Aluminum.” Recycled aluminum is superior to plastic alternatives and better for the environment. The new spots also reinforce the intentional choice of aluminum and Nespresso’s longtime commitment to recycling, via free mail-in shipments with UPS, drop-off points at retail partners and ongoing investments in local municipal recycling centers.

Now, Nespresso is investing millions in recycling sorting technology in cities all over the U.S., including New York. It allows Nespresso consumers to toss their capsules into their blue bins, rather than mailing them back. Cities in Texas and California are next to get the sorting tech upgrades.

Jason Keehn, Accompany founder, told Agency Daily: “The key message for both Nespresso users, as well as prospective ones, centers on how aluminum is a preferable material for single-serve coffee capsules compared to plastic, for its dual benefit both in how it better preserves the coffee’s freshness and taste, and how it recycles more easily and effectively.”

The campaign is timely, as coffee pods have recently come under fire. In late September, financial regulators charged Keurig Dr Pepper, makers of K-Cup single-use coffee, with making inaccurate claims about the recyclability of its plastic pods and fined the company $1.5 million.

Nespresso’s differential, promoted in the spots, is its 40-year use of aluminum, changing consumer perception that all single-serve capsules are alike.

“Guilt marketing should be avoided in almost all cases; it’s not what consumers want to hear from any brand or organization. For a luxury product like Nespresso, we need to inspire consumers to make sustainable choices and that means inviting them into a values-based aspiration and worldview, like any luxury brand does.” Keehn added. “Ultimately, our campaign should position the brand as a purpose-led ally that gets you closer to attaining that reality, and in turn position the sustainable product as the tangible means of getting there.”

Accompany Creative’s client work includes Vestiaire Collective, Nature’s Bounty, Neiman Marcus, 1 Hotels, ABC Carpet & Home, Levi’s and NBCU.

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