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Group745
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Group745
Creative in association withGear Seven
Group745

Nescafé Canada Champions the 80-Degree Boil for the Perfectly Sustainable Cup

08/05/2024
Advertising Agency
Toronto, Canada
256
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Campaign led by Courage Inc. expands the iconic coffee brand’s sustainability platform

At Nescafé, sustainability forms the very foundation. Every second, 5700 cups of coffee are consumed globally. When you consider the amount of energy it takes to bring each pot to a satisfying boil, that’s a lot of energy per cup. Nescafé sees each beloved cup of coffee as a chance to make a positive impact on the environment - and it starts by simply bringing the water needed for a delicious cup of Nescafé to 80 degrees Celsius instead of 100. 

With a new campaign led by AOR Courage Inc., Nescafé is encouraging its consumers to make their daily cup of coffee with water boiled to just 80 degrees. The small change conserves energy, making for a perfect cup and a bigger impact, together. 

“Sustainability has always been at the heart of Nescafé’s mission. Our brand's origin story exemplifies this commitment, born out of a desire to reduce waste, while also preserving the delicious taste of coffee,” said Tracey Cooke, CMO and SVP at Nestlé Canada. “With ‘80 Degrees,’ we hope our consumers will see that even small, repeated efforts can create meaningful change in the world.”

A new :60 brand spot titled '80 Degrees' leads the campaign and continues Nescafé’s creative relationship with director Omri Cohen, who helmed the brand’s award-winning 'How the World Says Coffee' and 'Jars' short films. In '80 Degrees,' we see how coffee lovers around the globe prepare for their special cup as they wait for their pots to reach an ideal boil. While the settings often change, the feeling of comfort and routine connects each expertly shot scene. The work also visually emphasises the global Nescafé community and the potentially large impact of such a seemingly small change. 

“Nescafé is already such an integral part of billions of people’s daily routines. And at that scale, even a small sustainable action can have a massive impact,” said Dhaval Bhatt, founder and co-CCO of Courage. “We wanted to once again show people the power of a simple sustainable action that not only uses less power, but results in a better tasting coffee. As win-win as it gets.” 

The campaign will also see further support with OOH, social and paid media.  

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