Nespresso just poured its latest version of its “The Things We Hold” campaign.
It highlights artist Kenesha Sneed, who champions female empowerment, and benefits Thrive Scholars with a $500,000 donation to help students of color from low-income communities thrive at top colleges.
Sneed designed a collection of new coffee mugs and saucers. Education, growth and community are themes addressed in her artwork.
“The challenge for us creatively was striking the balance of launching a beautifully designed cup that the customer wants simply for its aesthetics, but also making sure to convey what it stands for,” said Accompany Creative’s CEO/Founder Jason Keehn.
The campaign, by social-impact agency Accompany Creative, centers on Nespresso’s staffers — their commitment to local communities — as well as financial donations to nonprofits. It includes social media/digital content, in-store signage, branded displays and retail takeovers at the brand’s flagship stores.
This new creative expression was driven, in part, by Nespresso’s Employee Resource Group (ERG), Black @ Nespresso, which encourages the growth and development of Black employees, while increasing brand support in local Black communities.
In March, the company launched Nespresso Pride, a collaboration with New York-based artist Justin Teodoro and the nonprofit Ali Forney Center, to help LGBTQ+ homeless youth in the U.S.