Global – Nespresso’s new advertising campaign marks a radically different approach for the coffee brand, focusing on its workers’ stories rather than putting the spotlight on its brand ambassador George Clooney.
The Choices We Make campaign, which will run across digital and print platforms, focuses on the true stories of farmers such as Humberto, who, through the brand’s AAA Sustainable Quality Programme, is able to earn enough money to support his daughter in attending university. Although Clooney narrates the ads, his presence is minimal compared to the brand’s previous advertising campaigns.
Launched in 2003, the programme is not new, but the change of emphasis in Nespresso’s marketing demonstrates a move to bring these sustainable production methods to the fore.
At our forthcoming Food & Drink Futures Forum we will examine how food and drink brands are placing greater importance on sustainability and education. To attend, buy your tickets here.