Nespresso’s latest campaign explores how caring for farmers and the environment results in high-quality coffee and can be a catalyst for positive change
Nespresso has always believed that coffee can be a powerful force for good, and this conviction is central to the brand’s new communications platform: “Made with Care.”
Premiering worldwide, the campaign launches with a spoken word video, in which longstanding brand ambassador and Nespresso Sustainability Advisory Board (NSAB) member George Clooney, together with other friends of the brand, explores what is behind every cup of Nespresso coffee: the deep human care invested in every step of the value chain.
The “Made with Care” campaign, spearheaded by Clooney, brings to life Nespresso’s fundamental beliefs that crafting high-quality coffee can be both an art and a catalyst for positive change if care is instilled in every detail.
This ethos is embedded throughout the company’s value chain – from the Nespresso AAA Sustainable Quality Programme, designed to ensure the selection of only the finest quality beans while improving the livelihoods of farmers and protecting the environment, to its commitment to reviving endangered coffees and communities with the Reviving Origins program. This same acute sense of care lies behind the company’s commitment to make every cup of Nespresso coffee carbon neutral by 2022.
“Care runs deep at Nespresso,” says Anna Lundstrom, Nespresso’s Chief Brand Officer. “As guardians of one of nature’s precious resources, it is a philosophy that’s embedded in everything we do. We are committed to offering the most refined coffee experience and to protect the best of our world with human care and creativity. Our approach proves that good taste and good values can go hand in hand, and we are proud to bring together so many likeminded friends of the brand in our latest campaign.”
Building on a partnership which began in 2006, “Made with Care” also highlights the enduring affinity between the values of the Nespresso brand and George Clooney, demonstrating how brand ambassadorship can evolve into something altogether more meaningful.
“Nespresso and I have always shared a passion for sustainability and farmer welfare. And if the past year has shown anything, it’s that care is pivotal to communities’ wellbeing and resilience. That’s why I feel privileged to stand alongside people with the same values in the “Made with Care” movement – from activists, to celebrities, to some of the most dedicated farmers and coffee experts I have ever met. Together, we are committed to sustainability, fairness and to ensuring we can enjoy great coffee for generations to come,” said Clooney.
In the launch video, Clooney and the diverse group of Nespresso partners answer the question, “What is Care?”. They each explain how their personal beliefs bind them with the deep human care which is so central to the Nespresso value chain.