Nespresso believes that coffee can be a powerful force for good, and this conviction is central to the brand’s new campaign, 'Made with Care', featuring longstanding brand ambassador and Nespresso Sustainability Advisory Board (NSAB) member George Clooney.
The campaign, launched with a film created by McCann New York, features George Clooney among other Nespresso friends, asking them to define the word “care,” its importance, and impact on them personally. Highlighting one of Nespresso’s core brand values, 'Made with Care' bridges how caring for farmers and the environment results in high-quality coffee, which can further be a catalyst for positive change.
“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.
This sentiment is also embedded in the Nespresso AAA Sustainable Quality™ Program, 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.
The latest Nespresso campaign will appear on television, in digital, print and social media, as well as in Nespresso boutiques, out-of-home and on the company website.