Nespresso has unveiled its global brand campaign “What Else”, featuring personal stories of farmers behind its coffee for the first time.
GOLIN Singapore, Mindshare and Publicis Singapore were involved in the execution of “What Else”, which according to Nespresso’s spokesperson, is an ongoing campaign. “What Else” kicks off with a 60-second TV film, supported by digital assets and print advertisements. Four short online films and a new content hub were also created to share the personal stories of the farmers behind Nespresso’s coffee.
The 60-second film chronicles Nespresso’s partnership with a local cooperative to build a community mill so that its farmers could process their coffee beans in the most productive manner.
According to Alfonso Gonzalez, Nespresso’s chief marketing officer, all the stories in “What Else” showcase how Nespresso’s commitment to find and cultivate the best quality coffee can have “amazing” consequences on the farmers who grow and nurture it all.
“Sustainability has always been at the heart of Nespresso, and this new campaign is a great platform to share with coffee lovers the touching stories behind the coffees they enjoy every day,” Gonzalez added.