Nespresso recycling
To launch Nespresso’s recycling platform in Denmark, we came up with the concept ‘Small capsule, big ambition’. Ambition, refers to Nespresso’s sustainable vision while also appealing to the affluent, uncompromising Nespresso clientele.
To nudge customers and give them incentive to recycle, we introduced a loyalty program. One of the rewards was a Daruma inspired cup. Daruma is a traditional Japanese doll and a symbol of ambition, that links well to the overall concept. (you set a goal, and once achieved, you paint the pupil of the other eye)
Reference/ inspiration (Daruma doll)
The look & feel is positive, warm and earthy. With the capsule in the centre of the communication.
Customers obtained stamps when they returned used capsules, and got rewarded.
Direct mailer for customers, unfolding the story, informing them about Nespresso’s green ambitions and introducing the reward system.
A series of social media posts, engaging with customers through competitions and challenges
2017 - Client: Nespresso - Agency: We Love People (proposal)