Nespresso will take over the Outernet for the next week to mark the launch of a new product made in collaboration with UK social enterprise Change Please, which focuses on tackling homelessness.
The pair will be showcasing a set of immersive displays at the premium London spot until 6 July. The out-of-home spotlights the product branding, which crucially contains the logos of both organisations.
The collaboration sees the creation of a set of pods made with the coffee social enterprise which donates 100% of its profits to supporting homeless people. Nespresso has committed a minimum of £1 million to support the cause.
Speaking to Marketing Beat about the reasoning for joining together, Nespresso UK CEO Anna Lundstrom highlighted that it fits in with Nespresso’s brand purpose of “seeing coffee as a force for good”.
“We didn’t have a certain criteria that our partner had to meet. We saw so many similarities between the two brands, but it all goes back to this love for coffee and how it can create positive change,” she continued.
“We were interested in creating that positive impact in the communities in which our consumers live.”
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Lundstrom added that the pink tones of the display are designed to “add an element of hope” to what can be a dark subject matter, with uplifting bold phrasing such as “Change is here” and “change is brewing”.
It also features a coffee truck in similar tones, to provoke meaningful moments of conversation.
Change Please CEO Cemal Ezel highlighted that being able to tap into Nespresso’s reach was crucial for expanding its impact across the country and outside of big cities.
“There are parts of the country that don’t get focused on by other large organisations and it’s something we want to be able to do with this relationship. Being able to do that with the reach of Nespresso allows us to tell our story more widely from a marketing perspective.”
“It’s about authenticity in these partnerships,” Ezel said, highlighting that he would like more brands to do similarly and form partnerships with organisations that have shared values.
Lundstrom added that the key element of the messaging for Nespresso customers is that consumers can affect change through a simple choice without having to change their lifestyle.
