Strategic communication Blaise

Empowering Nespresso sustainable commitments through strategic communication

Building a transparent and trustworthy ecosystem to showcase responsible initiatives

Services provided

Creative direction

Art direction support

Design support

Challenge

As a leader in the coffee industry, Nespresso sought to clarify and strengthen its communication regarding its sustainability commitments. Although numerous concrete initiatives had been implemented at every stage of the value chain, from coffee farming to the customer experience in stores, the complexity of these actions made it difficult to present a clear and accessible explanation to an expert audience, which included investors, B2B clients, digital influencers, and NGOs.

Idea

To address this challenge, the "The Positive Cup" communication platform was created as a central hub, aiming to clearly and engagingly present Nespresso's concrete actions and sustainability goals. This strategy included annual reports, interactive infographics, digital guides, and social media content to communicate the brand’s initiatives. The approach helped develop a clear and authentic communication ecosystem, adaptable to the specific needs of each audience.

Results

The campaign made Nespresso’s sustainability initiatives more visible and understandable to a specialist audience. Through targeted social media diffusion, the engagement generated notable interest within professional and expert communities. The digital hub solidified Nespresso’s position as a trusted leader in sustainability within the coffee industry, while enhancing the credibility and consistency of its communication with partners and clients.