George Clooney and other friends of Nespresso reveal the deep human care behind every cup of the brand’s coffee

Nespresso’s latest campaign explores how caring for farmers and the environment can be a catalyst for positive change and is protecting a way of life for generations to come

Nespresso has always believed that coffee can be a powerful force for good, and this conviction is central to the brand’s new communications platform: “Made with Care”. Premiering worldwide today, the campaign launches with a spoken word video for TV and social, in which longstanding brand ambassador and Nespresso Sustainability Advisory Board (NSAB) member George Clooney, together with other friends of the brand, explores what is behind every cup of Nespresso coffee: the deep human care invested in every step of the value chain. 

Every cup begins with care

The “Made with Care” campaign, spearheaded by Clooney, brings to life Nespresso’s fundamental beliefs: that crafting quality coffee can be both an art and a catalyst for positive change – if care is instilled in every detail. This ethos is embedded throughout the company’s value chain – from the Nespresso AAA Sustainable Quality™ Program, designed to ensure high-quality coffee while improving the livelihoods of farmers and protecting the environment, through to its commitment to reviving endangered coffees and communities with the Reviving Origins program. This same acute sense of care lies behind the company’s commitment to make every cup of Nespresso coffee carbon neutral by 2022.

“Care runs deep at Nespresso,” says Anna Lundstrom, Nespresso’s Chief Brand Officer. “As guardians of one of nature’s precious resources, it is a philosophy that’s embedded in everything we do. Recent social movements and the global pandemic have shown that when like-minded, dedicated individuals come together, anything is possible. It’s critical therefore that brands like ours care enough to unite people to protect and empower the vulnerable and preserve the planet. We are proud to bring together in our latest campaign so many friends of Nespresso who share the same values”.

Shared values

Building on a partnership which began in 2006, “Made with Care” also highlights the enduring affinity between the values of the Nespresso brand and George Clooney, demonstrating how brand ambassadorship can evolve into something altogether more meaningful.

In the launch video, Clooney and the diverse group of Nespresso partners answer the question, “What is Care?”. They each explain how their personal beliefs bind them with the deep human care which is so central to the Nespresso value chain.

Let’s talk about care

Care for coffee farming communities and the pursuit of gender equality are fundamental to the Nespresso brand. The video features a number of personalities who share the same values with their passionatechampioning of pressing societal issues. From Colombian Fashion Designer Johanna Ortiz, to Rwandan-French actress and philanthropist Sonia Rolland, digital entrepreneur Chiara Ferragni, Sudanese-American poet and activist Emi Mahmoud, Nespresso is proud to collaborate with such powerful advocates for equity and inclusivity.

The video also includes partners who share Nespresso’s long-term commitment to sustainability. From creatives, such as French chef Jean Imbert, who amplify these values through their craft, to individuals who have dedicated their entire careers to taking action on fairness and sustainability – namely Dr. Nyagoy Nyong’o, Global CEO for Fairtrade International, and Tristan Lecomte, Founder of PUR Projet, both of whom are members of the Nespresso Sustainability Advisory Board.

Respect for the artistry involved in crafting quality coffee is paramount to Nespresso. It is also behind the brand’s relationships with some of the world’s most gifted artists and professionals who use their talents as a platform to help others, including film and television actor Mark Chao, and French violinist, Renaud Capuçon.

Finally, the care in every Nespresso cup is perhaps best expressed in the words of the people behind the brand, for whom caring is critical to their everyday job. Care for quality, care for the experience they give coffee lovers, care for each other. The voices we hear in the video include Nespresso’s Head of Coffee Development Alexis Rodriguez, and Coffee Ambassador James Pergola, as well as Colombian Agronomist Juliana Correa, and Nicaraguan coffee artists Cindy Romero and Anderson Moran.

The “Made with Care” launch film also features global digital entrepreneur, Chiara Ferragni, a true connoisseur of quality coffee and lifelong Nespresso fan. Chiara’s high-profile fundraising, disruptive ideas and active support for female empowerment are all key tenets of the Nespresso brand, and make her an excellent addition to this line-up of like-minded advocates for caring.

“Over the past year, I’ve become convinced more than ever that true care means doing what we can to support our community. Because together we are stronger. I have always admired Nespresso for its commitment to equitable and sustainable sourcing, and am proud to be collaborating with the brand on such an important initiative,” said Ferragni.

The “Made with Care” launch film also features Mark Chao, a gifted actor, who uses his public profile to champion emotional well-being. Chao believes strongly that people should be helped to enhance their wellness, a philosophy which is reflected in the way Nespresso cares for its employees, the farmers it collaborates with, and the quality of the experience it offers coffee lovers every day.

“Over the past year, I’ve become convinced more than ever that truly caring means doing what we can to support anyone who may be struggling. I am proud of my long-term relationship with the Nespresso brand and grateful for the opportunity to use this platform to spread positive energy and spark positive change,” said Chao.

“Made with Care” – for coffee lovers worldwide

The latest Nespresso campaign will appear on television, in digital, print, and social media, as well as in Nespresso boutiques, out-of-home, and on the company website. Visit the Nespresso YouTube channel https://www.youtube.com/user/nespresso to watch the launch film and subsequent campaign content, featuring stories from coffee farmers in their own words. People are also invited to join the movement by sharing what care means to them online, with the hashtag #MadeWithCare.

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