New Creative Twist On Nespresso's 'Things We Hold' Campaign
September 16, 2022
by Fern Siegel
Nespresso just poured its latest version of its “The Things We Hold” campaign.
It highlights artist Kenesha Sneed, who champions female empowerment, and benefits Thrive Scholars with a $500,000 donation to help students of color from low-income communities thrive at top colleges.
Sneed designed a collection of new coffee mugs and saucers. Education, growth and community are themes addressed in her artwork.
“The challenge for us creatively was striking the balance of launching a beautifully designed cup that the customer wants simply for its aesthetics, but also making sure to convey what it stands for,” said Accompany Creative’s CEO/Founder Jason Keehn.
The campaign, by social-impact agency Accompany Creative, centers on Nespresso’s staffers — their commitment to local communities — as well as financial donations to nonprofits. It includes social media/digital content, in-store signage, branded displays and retail takeovers at the brand’s flagship stores.
This new creative expression was driven, in part, by Nespresso’s Employee Resource Group (ERG), Black @ Nespresso, which encourages the growth and development of Black employees, while increasing brand support in local Black communities.
In March, the company launched Nespresso Pride, a collaboration with New York-based artist Justin Teodoro and the nonprofit Ali Forney Center, to help LGBTQ+ homeless youth in the U.S.