Title	NESPRESSO X VÉLOSOPHY RE:CYCLE
Brand	NESPRESSO
Product/Service	RE:CYCLE
Category	A01. Fast Moving Consumer Goods
Entrant	WEBER SHANDWICK London, UNITED KINGDOM
Idea Creation	WEBER SHANDWICK London, UNITED KINGDOM
Idea Creation 2	VéLOSOPHY London, UNITED KINGDOM
PR	WEBER SHANDWICK London, UNITED KINGDOM

Name	Company	Position
James Nester	Weber Shandwick	Executive Creative Director
Luke Walker	Weber Shandwick	Creative Director
Kate Sarginson	Weber Shandwick	Managing Director
Laura Tapper	Weber Shandwick	Managing Director
Heather Blundell	Weber Shandwick	Managing Director
Steph Johnson	Weber Shandwick	Director
Claire McPhillips	Weber Shandwick	Associate Director
Zahra Anjari	Weber Shandwick	Project Manager
Michael Mumford	Weber Shandwick	Senior Manager
Lucy Eastoe	Weber Shandwick	Senior Associate

Why is this work relevant for Brand Experience & Activation?

Aluminium is infinitely recyclable, and it helps preserve the quality of Nespresso’s coffee. With increased criticism on single use packaging, Nespresso wanted to show how the life of a capsule doesn’t end with the coffee; instead they can be repurposed into something beautiful, creative and enduring. We partnered with Swedish brand, Vélosophy, to create bicycles from recycled Nespresso capsules. To unveil the bike, we planned a three-day launch event in Stockholm for media and influencers to experience the power of recycling for themselves. The earned conversation highlighted the brand’s sustainability story: endlessly recyclable, infinitely beautiful.

background

Sustainability is part of the DNA of Nespresso. From its conception. It’s why from day one Nespresso chose to use aluminium – with its infinitely recyclable properties – as its packaging. Not only because it keeps the coffee as fresh, but also because it has the strongest environmental properties – once recycled it can be turned back into planes, cars, and even new Nespresso capsules. The challenge was to raise awareness of aluminium’s value and of Nespresso’s recycling initiatives. To tell its story and counter some of the negative conversation, Nespresso turned to the start-up community to find the most innovative and relevant solution to its sustainability challenge. By creating a beautiful object that represents the very essence of sustainable living, the bicycle, Nespresso aimed to increase awareness of the aluminium properties across the globe.

Describe the creative idea (20% of vote)

At the heart of this campaign lies two brands that are equally passionate about sustainability and elegant design – this synergy between Nespresso and Swedish bicycle start-up Vélosophy made for a deeply credible and engaging story. Our target audience wants to feel good about what they purchase. They want to enjoy a good cup of coffee while also limiting their impact on the environment. This campaign was designed to reinforce this message to the end consumer, and encourage them to play a more active role in ensuring that the aluminium ends back up in the Nespresso recycling system. The RE:CYCLE campaign – not only had the bicycle at its heart – but also supported the Velosophy one-for-one promise. For every bike purchased, Vélosophy donates a bike to help young girls get to school in Ghana. And owning a bike statistically increases school attendance and the likelihood of graduation.

Describe the strategy (20% of vote)

The RE:CYCLE campaign was fully integrated with a range of assets leading up to the launch day. From in-boutique to social media, we told the story of the bike, using Vélosophy’s founder Jimmy Östholm, to convey the passion and commitment of both brands. We knew driving earned positive conversation across 14 diverse markets would be key to the success of this campaign. We carefully crafted story lines that we knew would work for our audience, who we know are interested in coffee, cycling, and conscious living. We developed an integrated media strategy that allowed us to choreograph the story at a global level, with key stakeholder broadcast interviews, as well as providing enough rich assets that the markets could develop their own earned angles. We provided a global launch moment for international influencers and media, which drove deep, message-laden coverage, as well as beautiful content across Instagram, Facebook and Twitter.

Describe the execution (30% of vote)

We knew this story had to resonate in 14 key markets, each with different views on recycling. Over six months, we developed a raft of assets to provide consistency of message but flex in execution. From an earned perspective, these included a hero video, bite-sized content, press materials, beautiful photography and social assets. We also provided markets with access to Jimmy for media interviews. Stockholm is not only the home to Vélosophy, but it’s a city that epitomises ‘conscious living’ – making it the perfect launch location. Over three days, we exposed media and influencers from the 14 markets to the Nespresso and Vélosophy story, and provided them with inspiration and destinations to create stunning social content. To coincide with launch, we lined up broadcast and print media with some of the global news, lifestyle and sustainable titles, driving positive coverage about the launch but also about Nespresso’s sustainability

List the results (30% of vote)

This campaign has changed the conversation for Nespresso, with media offering up wide-reaching positive narratives around the brand’s sustainability efforts. With the likes of CNN, Fast Company, Mail Online, Reuters, Sky News and Vogue, all positively endorsing the brand’s efforts, this represents a shift in time for Nespresso. This is reflected in positive shifts in brand perception; social media tracking has demonstrated a higher than average rate of positive mentions since the campaign. Of the 1,000 bicycles produced, over 950 have been sold so far, making it the best-selling bike Vélosophy has produced to date. And with the Velosophy one-for-one promise, this will positively impact nearly 1,000 girls in Ghana. This is just the beginning and we are already working on Velosophy 2.0, so we can continue to tell the Nespresso story and show the positive impact of this brand on the world.