In celebration of Hispanic Heritage Month in the U.S., Nespresso initiated a heartfelt campaign to honor the rich tradition and cultural significance of coffee across countries and communities. Through a series of artistic and engaging storytelling initiatives, Nespresso aimed to spotlight the enduring support and impact it has on Hispanic communities while celebrating the diverse and vibrant coffee cultures of Latin America.
The campaign employed a unique messaging framework titled "Hecho en..." (Made In) and "Hecho Con..." (Made With), using descriptors from various countries to reflect the distinct cultural nuances of coffee. To add authenticity, Nespresso integrated the voices of Hispanic employees through quotes and social media takeovers by selected influencers. Additionally, the campaign featured collaborations with artists from Mexico, Costa Rica, Colombia, Nicaragua, Peru, and Puerto Rico, who created custom artworks depicting local coffee culture. Nespresso also collaborated with the U.S. Coffee Ambassador to develop delicious recipes inspired by how each country enjoys its coffee, enhancing the sensory experience for consumers.
Executive visibility posts on LinkedIn further amplified Nespresso's dedication to celebrating Hispanic Heritage Month and fostering meaningful connections with its audience. The campaign's success was measured through favorability metrics to gauge consumer sentiment and purchase consideration metrics to assess its influence on purchasing decisions among Hispanic audiences. Ultimately, Nespresso's initiative not only celebrated coffee's cultural significance but also reinforced its commitment to diversity and inclusion within the community.
Artists: @Karipauletp • @creativejennyfer • @Solosercho • @katballesteros.s • @Lauradieze • @Lazuli.mar