Making bicycles with recycled coffee pods
Nespresso has had sustainability at the heart of its brand since inception. Twenty-nineteen was the right time for the company to tell its sustainability story in a braver, more integrated fashion with the aim of combating some of the criticism aimed at the brand. With this objective in mind, we worked with the team to launch RE:CYCLE, a partnership between Nespresso and Swedish bike brand, Vélosophy to create stylish bicycles made from recycled Nespresso capsules. For each bike purchased, a schoolgirl in Africa is provided with a bike, as part of the Vélosophy 1:1 promise.
We were responsible for all elements ‒ from the initial strategy and branding of the campaign, content production and asset creation, through to global launch activation, in-boutique point of sale and the global communications roll out. The campaign launched in August across 13 markets, with a global launch activation in Stockholm heralding the beginning of the bikes being available for purchase across the world. Activity focused on a sustainability tour of Stockholm and the unveiling of the bike, attended by 27 media/influencers from across the world.
The campaign has been far-reaching, with coverage to date including CNN, Fast Company, Mail Online, Reuters, Sky News and Vogue. Total combined reach stands at 458 million, with 100% positive sentiment. In terms of brand perception, social tracking has demonstrated a higher than average rate of positive mentions on social media, with reporting indicating the Vélosophy campaign as the driving factor.
Aluminium is infinitely recyclable, and it helps preserve the quality of Nespresso’s coffee. Nespresso wanted to show how the life of a capsule doesn’t end with the coffee; instead it can be repurposed into something beautiful, creative and enduring.