GLOBAL ANNOUNCEMENT – Today, NESCAFÉ Dolce Gusto, the unconventional premium coffee system, announces the launch of its exciting new global campaign ‘Creativity Reinvents The Classics’, featuring GRAMMY award-winning music creator will.i.am.
The campaign celebrates the power of creativity to deliver outstanding quality through a parallel between music and coffee creativity.
At the heart of the campaign is an energetic and vibrant film, which features global superstar will.i.am in studio with NESCAFÉ Dolce Gusto, directed by two of the film industry’s leading talents; Diego Contreras and Salomon Ligthelm.
While we discover will.i.am re-interpreting his own unique version of Otis Redding’s iconic hit ‘(Sittin' On) The Dock of the Bay’ during the film, the ad also reveals how NESCAFÉ Dolce Gusto transforms a classic cup of coffee into an amazing and unseen coffee experience.
As will.i.am says, “There is nothing like being creative to reinvent a classic.”
In addition to the campaign film, audiences can discover immersive brand content with an exclusive side by side interview, featuring will.i.am and NESCAFÉ Dolce Gusto barista, Ola Persson. During the interview, both experts explain in four steps how they re-invent classics within their respective fields, thanks to their creative touches.
Today, coffee lovers are quick to seek out higher quality coffees and sophisticated coffee experiences. Therefore ‘Creativity Reinvents The Classics’ helps to demonstrate how NESCAFÉ Dolce Gusto is committed to producing outstanding coffee experiences that go beyond conventions, using creativity as its key source of inspiration.
“NESCAFÉ Dolce Gusto has always been an unconventional coffee brand; we like to push boundaries and challenge the coffee category by reinventing new rules of quality,” says Axel Touzet, Vice President, Head of the Nescafé Dolce Gusto GBU.
“We believe that, when it comes to top quality, creativity makes all the difference; so we go beyond the classic foundations of traditional coffee making to reinterpret it with our creative twist, to deliver superior and amazing coffee experiences.”
For will.i.am the partnership felt natural, “I chose to collaborate with NESCAFÉ Dolce Gusto because the core of the campaign is around exploring creativity, which is a huge part of who I am and central to what I do. NESCAFÉ Dolce Gusto is committed to producing high quality, great tasting coffee, just as I am committed to producing top quality music,” says will.i.am.
The global launch of ‘Creativity Reinvents The Classics’ will kick-off with will.i.am taking over the NESCAFÉ Dolce Gusto Facebook pages for 48 hours, from 30th August 2016. During this time, will.i.am will tease coffee lovers by releasing exclusive behind-the-scenes imagery of the campaign shoot, ahead of revealing the exciting campaign film.
About NESCAFÉ Dolce Gusto Capsule Brigade:
NESCAFÉ Dolce Gusto has partnered with TerraCycle to give NESCAFÉ Dolce Gusto capsules a second life through an innovative recycling program called ‘Brigades’. New Zealanders can send their used NESCAFÉ Dolce Gusto capsules to TerraCycle to be recycled into sustainable products and materials.
To participate, New Zealanders can download a free shipping label from the TerraCycle website and send collected capsules to TerraCycle who will recycle the NESCAFÉ Dolce Gusto capsules into two streams; residual coffee grounds will be separated and sent to an industrial composting facility while the plastic capsules will be melted down and made into new products.
With every shipment over 1kg, New Zealanders can receive up to two cents per capsule to donate to a nominated charity, school or non-profit organisation.