Dive Brief:

• Nespresso, a Nestlé brand known for its premium coffee machines and single-use pods, partnered with purpose agency Accompany Creative to launch a recycling-themed campaign timed to Climate Week NYC, according to information shared with Marketing Dive.
• The campaign puts the spotlight on aluminum, the material used to make Nespresso pods, while demonstrating the brand’s use of mail-in bags and drop-off programs for recycling. 
• The push, which runs through Sept. 29, spans organic social media, e-commerce, boutique retail and includes a CRM/email initiative. A 30-second hero spot correlates the circular shape of the pods with the recycling process.

Dive Insight:

Nespresso’s decision to showcase its environmental impact arrives as many marketers have looked to move beyond issue-based marketing, despite it being popular just a few years ago. One challenge that many brands have faced with messaging around the environment, in particular, is that this can bring additional scrutiny from consumers and watchdogs that can land a brand in hot water if the claims are perceived as insincere.

Timing the campaign, “The Power of Aluminum,” with Climate Week NYC may help to boost the reach of Nespresso’s message at an annual event that brings together business leaders and policy advocates to discuss environmental issues and solutions. A campaign video features sleek shots of a Nespresso pod as a voice-over explains how the recyclable metal is used for product freshness. The creative also connects the circular form of the pods to the recycling process, which is often depicted with a symbol showing arrows moving in a circle. 

“While circularity gains momentum in the luxury space, it has always been part of Nespresso’s DNA. Two foundational truths of the brand are our focus on sustainability and our iconic aluminum capsules,” said Jessica Padula, vice president of marketing and sustainability at Nespresso USA, in a statement. “Through our work with Accompany Creative, this innovative campaign breaks new ground to champion that ‘purposeful luxury’ experience and empower our customers to play the important role they have in the lifecycle of our products and use coffee as a force for good.”

The brand may be looking to set itself apart from the ongoing negative discourse around the environmental impact of single-use coffee pods. The Keurig brand, for example, recently agreed to pay a $1.5 million fine following a charge by the U.S. Securities and Exchange Commission that its statements about the recyclability of its K-Cup singe-use coffee pods were misleading.