Nespresso released its latest integrated brand campaign, sharing the personal stories of the farmers behind the exceptional coffees it is known for. The brand invites all coffee lovers to discover the heart-warming stories that have been made possible thanks to Nespresso’s uncompromising choices.
The integrated brand campaign by J. Walter Thompson Worldwide launched on September 12th, 2017 with a 60 second TV film, digital assets and print adverts. Four short online films and a new content hub have also been created to share the personal stories of the farmers behind the exceptional coffee.
Alfonso Gonzalez, Nespresso Chief Marketing Officer explains “Sustainability has always been at the heart of what we do at Nespresso and we wanted to use this new campaign approach to help coffee drinkers learn what is behind the coffee they enjoy every day. All of the stories in this campaign showcase how our choice to find and cultivate the best quality coffee can have amazing consequences on the people who grow and nurture it. In the end, we believe that we are the choices we make.”
The new campaign, shot for four days in Jardin (Colombia) by Italian directors Davide Mardegan and Clemente De Muro (CRIC) focuses on one specific choice Nespresso has made: creating a Community Mill with the local cooperative where all farmers could bring their coffee beans to be processed in the most qualitative way.
While it was created to help preserve the high quality coffee of the region, it did much more than that. Farmers were able to generate more revenue by selling higher quality coffee but were also saving precious time. Farmers can save up to 5 hours a day during picking season – time and energy they are able to reinvest in their families, communities and personal passions.
Source: J. Walter Thompson Worldwide