Nespresso pods ‘infinitely recyclable’

Wednesday, 13 September 2017, 01:18:05 PM. NESPRESSO is kicking off a “new era” of advertising focusing on “sustainability”, with long-time ambassador George Clooney taking a back seat to the real faces of the 70,000 farmers who supply the coffee pod giant.
Recycling NESPRESSO is kicking off a “new era” of advertising focusing on “sustainability”, with long-time ambassador George Clooney taking a back seat to the real faces of the 70,000 farmers who supply the coffee pod giant. The new ad, “The Choices We Make” , is a marked shift away from the brand’s usual theme of premium exclusivity, instead profiling Colombian coffee farmer Humberto and highlighting Nespresso’s investment in local coffee-growing communities . It comes as the company, which created the disposable coffee pod category in the late ‘90s, faces growing pressure from environmental groups over coffee pod waste and competition in the form of biodegradable alternatives. “Australian consumers want more and more to know that the brands they buy are sustainable and the companies they buy from are doing the right thing,” said Loic Rethore, head of Oceania for Nespresso. “That’s why we think that showing the impact of Nespresso’s sustainability program will make them value and understand what it takes to make every cup. This [ad campaign] is a continuation of our commitment to sustainability.” Mr Rethore said while George Clooney would still be “part of our ecosystem”, the company had chosen to focus on what was happening in the countries of origin. “There won’t be only one face, because there are so many people impacted by the choices Nespresso has made,” he said. Australians churn through an estimated three million fresh ground coffee pods every day and around one...Read more
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