Nespresso RE:CYCLE

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.


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Nespresso Re:CYCLE

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.

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Weber Shandwick

0207 067 0000 gcox@webershandwick.com