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Nescaf茅 Canada Champions the 80-Degree Boil for the Perfectly Sustainable Cup

08/05/2024
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Campaign led by Courage Inc. expands the iconic coffee brand鈥檚 sustainability platform

At Nescaf茅, 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鈥檚 a lot of energy per cup. Nescaf茅 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 Nescaf茅 to 80 degrees Celsius instead of 100. 

With a new campaign led by AOR Courage Inc., Nescaf茅 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. 

鈥淪ustainability has always been at the heart of Nescaf茅鈥檚 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,鈥 said Tracey Cooke, CMO and SVP at Nestl茅 Canada. 鈥淲ith 鈥80 Degrees,鈥 we hope our consumers will see that even small, repeated efforts can create meaningful change in the world.鈥

A new :60 brand spot titled '80 Degrees' leads the campaign and continues Nescaf茅鈥檚 creative relationship with director Omri Cohen, who helmed the brand鈥檚 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 Nescaf茅 community and the potentially large impact of such a seemingly small change. 

鈥淣escaf茅 is already such an integral part of billions of people鈥檚 daily routines. And at that scale, even a small sustainable action can have a massive impact,鈥 said Dhaval Bhatt, founder and co-CCO of Courage. 鈥淲e 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.鈥 

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

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