Coffee. Your humble ritual. Is bigger than you think.
With the launch of its new sustainability communication, “Expect more with every cup”, NESCAFÉ Europe wants to unveil this truth to consumers: there is so much more behind a cup of coffee. Every time you enjoy a cup of NESCAFÉ Gold or NESCAFÉ Classic, you are not just enjoying your favorite coffee. With 6,000 cups of NESCAFÉ consumed every second, the brand is committed to using its scale and reach to ensure it can contribute to a positive impact in people’s lives and the planet, from farm to cup.
For NESCAFÉ, acting as a sustainable brand is not a new thing. The brand was born out of a waste problem. To avoid throwing away unsold coffee beans, engineers found a way to preserve the great taste of coffee. NESCAFÉ was born, and never stopped since then. After a first decade of work, the brand launched end of 2022 a new roadmap to make coffee farming more sustainable: NESCAFÉ 2030. As a result of all those past and coming efforts, the brand is now able to claim the following statements: 100% responsibly sourced coffee used in European factories, the use of NESCAFÉ’s coffee grounds to help power its production centers and the launch of a soft pack to refill glass jars.
“Consumers want to know what brands are doing now, not only what they are going to do in the future. We needed to show tangible evidence of our commitments and achievements from beans to cup.” said Meritxell Alegre, NESCAFÉ Pure Soluble Business Lead Zone Europe.
This communication also announces the launch of the brand’s new platform and visual identity developed together with Publicis: “Make your world”. A statement of empowerment for coffee lovers, because at NESCAFÉ, we see every day as a new opportunity to inspire. To help you see the difference you can make, whether in your own personal life, in your community or in the world. With ‘Make your world’, NESCAFÉ makes a statement: to continue current initiatives and build new ones.
The new campaign will be aired end of February in France and Germany, in March in Austria, Italy, Spain, Switzerland, and the UK. Other European countries will follow during the year.
Source: Publicis Worldwide
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