Nescafe: Di-tox

Nescafé, a coffee brand, launched a series of campouts exploring the wonder of its sustainable farm in Vietnam to increase relevant brand metrics and stay relevant in the minds and hearts of consumers.

Campaign details

Brand: NestléAgency: Publicis WorldwideRegion: APAC

Strategy

Objective

SUSTAINING SUSTAINABILITY

In 1999, Vietnam became the world's 2nd largest coffee producer. With that unfortunately came side effects of commercial coffee farming - highlands were deforested into mono-cropping, soils were reaching infertility, and water supply was running off… Especially, the biodiversity of local nature was degrading at an alarming rate. Action needed to be taken. Since 2010, Nescafé has been working meticulously and much silently with local farmers to pioneer and pursue regenerative coffee agriculture.

BUT, CORPORATE BUZZWORDS NOT BUZZING ANYMORE

Sustainability is a hot buzzword...

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