Eurobest

Nespresso x Vélosophy RE:CYCLE

WEBER SHANDWICK, London / NESPRESSO / 2019

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Overview

Background

Sustainability is part of the DNA of Nespresso. From its conception. It’s why from day one Nespresso chose to use aluminium – with its infinitely recyclable properties – as its packaging. Not only because it keeps the coffee as fresh, but also because it has the strongest environmental properties – once recycled it can be turned back into planes, cars, and even new Nespresso capsules.

The challenge was to raise awareness of aluminium’s value and of Nespresso’s recycling initiatives. To tell its story and counter some of the negative conversation, Nespresso turned to the start-up community to find the most innovative and relevant solution to its sustainability challenge. By creating a beautiful object that represents the very essence of sustainable living, the bicycle, Nespresso aimed to increase awareness of the aluminium properties across the globe.

Idea

At the heart of this campaign lies two brands that are equally passionate about sustainability and elegant design – this synergy between Nespresso and Swedish bicycle start-up Vélosophy made for a deeply credible and engaging story.

Our target audience wants to feel good about what they purchase. They want to enjoy a good cup of coffee while also limiting their impact on the environment. This campaign was designed to reinforce this message to the end consumer, and encourage them to play a more active role in ensuring that the aluminium ends back up in the Nespresso recycling system.

The RE:CYCLE campaign – not only had the bicycle at its heart – but also supported the Velosophy one-for-one promise. For every bike purchased, Vélosophy donates a bike to help young girls get to school in Ghana. And owning a bike statistically increases school attendance and the likelihood of graduation.

Strategy

The RE:CYCLE campaign was fully integrated with the PR agency responsible for the development of all assets. From in-boutique to social media, we told the story of the bike, using Vélosophy’s founder Jimmy Östholm, to convey the passion and commitment of both brands.

We knew driving earned positive conversation across 14 diverse markets would be key to the success of this campaign. We carefully crafted story lines that we knew would work for our audience, who we know are interested in coffee, cycling, and conscious living. We developed an integrated media strategy that allowed us to choreograph the story at a global level, with key stakeholder broadcast interviews, as well as providing enough rich assets that the markets could develop their own earned angles.

We provided a global launch moment for international influencers and media, which drove deep, message-laden coverage, as well as beautiful content across Instagram, Facebook and Twitter.

Execution

We knew this story had to resonate in 14 key markets, each with different views on recycling. Over six months, we developed a raft of assets to provide consistency of message but flex in execution. From an earned perspective, these included a hero video, bite-sized content, press materials, beautiful photography and social assets. We also provided markets with access to Jimmy for media interviews.

Stockholm is not only the home to Vélosophy, but it’s a city that epitomises ‘conscious living’ – making it the perfect launch location. Over three days, we exposed media and influencers from the 14 markets to the Nespresso and Vélosophy story, and provided them with inspiration and destinations to create stunning social content.

To coincide with launch, we lined up broadcast and print media with some of the global news, lifestyle and sustainable titles, driving positive coverage about the launch but also about Nespresso’s sustainability

Outcome

This campaign has changed the conversation for Nespresso, with media offering up wide-reaching positive narratives around the brand’s sustainability efforts. With the likes of CNN, Fast Company, Mail Online, Reuters, Sky News and Vogue, all positively endorsing the brand’s efforts, this represents a shift in time for Nespresso. This is reflected in positive shifts in brand perception; social media tracking has demonstrated a higher than average rate of positive mentions since the campaign.

Of the 1,000 bicycles produced, over 950 have been sold so far, making it the best-selling bike Vélosophy has produced to date. And with the Velosophy one-for-one promise, this will positively impact nearly 1,000 girls in Ghana.

This is just the beginning and we are already working on Velosophy 2.0, so we can continue to tell the Nespresso story and show the positive impact of this brand on the world.

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