PRESS LAUNCH
NESPRESSO RELOVE
Assignment
As the first country in the Nordics, Nespresso Sweden got to launch the sustainability initiative Nespresso RELOVE, where machines that would have otherwise been recycled are instead carefully inspected, cleaned, and repaired to be loved again by a new owner. Story was tasked to launch the initiative and reach the core audience.
Solution
Today, consumers are overwhelmed by different sustainability messages from companies. So we wanted to launch Nespresso’s RELOVE initative by placing it in a context that is relevant and interesting to the target audience, beyond the machines themselves. We also knew that vintage premium fashion scene is booming in Sweden. Just like a Nespresso RELOVE machine, premium vintage stores offer previously used items that still look and perform like they are new. To emphasize the message of circularity and the act of reusing, we teamed up with the trendy ReRobe in Stockholm. As an opening event, we invited a selected number of influential KOLs to a breakfast together with popular Swedish trend expert Stefan Nilsson who moderated a talk focusing on sustainability and circular consumption. In addition, we conducted a traditional press outreach to key media.
Results
The launch of the reloved machines was very successful and appreciated by the attending guests. The panel talk was energetic with lots of discussions and questions from the guests on how to lead a more sustainable, circular life. We received 30 clippings in both social media and traditional press with a reach of 1,1 million, all including the campaigns key messages. And, you can still enjoy a cup of Nespresso coffee from a reloved machine when vintage shopping at ReRobe. Can you spot which one it is?
