Nespresso: Consumers are ‘misinformed’ on recycling

Nespresso says it still has a job to do when it comes to educating consumers on recycling its products, as it launches its latest ad starring George Clooney.

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Nespresso has admitted that as part of its sustainability efforts it needs to speak to “misinformed” consumers about recycling, as it airs its latest ad with George Clooney.

The coffee brand has previously faced negative headlines around its single-serve aluminim pods, which have been accused of creating unnecessary waste.

The brand’s head of marketing Julie Gallacher tells Marketing Week that Nespresso has “strong ambitions” on sustainability, but that many consumers currently don’t understand that its products are recyclable.

“We offer a recycling service, as our pods are made out of aluminum,” she says.

“People can either order free recycling bags online, which we will then collect, or they can drop them off at 6,000 collection points. Consumers are misinformed, but that said we are driving increased awareness among consumers to use our [recycling] service more.”

Nespresso is launching a new campaign today (25 September), which once again features brand ambassador George Clooney. The ad sees Clooney visit the UK and flirt with a lady over coffee, only to be reprimanded by her husband.

Besides launching on TV, the brand will also use its social media channels to drive people to its website, where people can take a test to find out which character they are most like in the TV ad.

For the ad, Gallacher said the brand wanted to raise “the bar on drama”.

“The production is very Hollywood style. The fact it was shot on London’s Regent Street also helps us build momentum.”

Julie Gallacher, head of marketing, Nespresso

The Hollywood star started working with Nespresso 10 years ago, but Gallacher says the actor “still drives interest”.

She concludes: “We’re not concerned that his popularity is waning. People still love George Clooney; we always get a positive response on social media after we air new ads. He creates great cut-through.”

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