As a global brand in over 180 countries, Nescafé has long been committed to a sustainable future in which its coffee is responsibly sourced, produced, and packaged around the world. Nescafé’s challenge was to relay to consumers how important sustainability was to them. We wanted to create awareness and drive engagement in a way that was relatable, with an insight that was purely true to Nescafé.

We tapped into an existing way Nescafé’s coffee-drinkers already champion sustainability. From pantries to garages, all over the world, consumers fill their Nescafé jars with more than just coffee. Whether it’s used as a vase for flowers to beautify a home, or as a storage for dry goods like rice or pasta, a single Nescafé jar can have an infinite life cycle with no loss to its purity or quality.

Our approach to photography was to push off against the traditional food and drink ads. Instead of a polished look, we went for authentic, lived-in environments. Sawdust on messy work benches and paint smears on craft tables more accurately reflected how our coffee drinkers really reuse our jars.

‘Jars’ was warmly embraced across the country and beyond for its universal truth and efforts around sustainability. And in addition to the acclaim, the brand has also seen impressive business results - market share for Nescafé increased by 150 basis points while competitive share went down 170 basis points. Share of requirement among current users went up 90 basis points and overall sales grew by 6%. In response to these incredible results, the outdoor is currently being adapted to be aired in additional markets around the world.