Launches NESCAFÉ Day 2020 “Nurturing Stronger Bonds, Brewing It Forward” Campaign
Mr. Victor Seah (Left), Chairman and Chief Executive Officer of Nestlé Indochina; Mr. Jojo Dela Cruz (Right), Business Executive Officer – Coffee and Creamer Business Unit, Nestlé (Thai) Ltd.; and Ms. Naritta Vipulyasekha (Center), Business Manager – NESCAFÉ Coffee Mixes, announce NESCAFÉ’s commitment to sustainability by changing product packaging for the total NESCAFÉ portfolio to be 100% designed for recycling by 2022. This includes introducing innovative monostructure plastic packaging across the entire NESCAFÉ BLEND & BREW product portfolio. NESCAFÉ Ready-to-Drink (RTD) is one of the first coffee brands in the Thai market to switch entirely to 100% recycled aluminum cans. This year’s “NESCAFÉ Day” campaign, under the concept “Nurturing Stronger Bonds, Brewing It Forward” is upcycling more than 100 million used NESCAFÉ BLEND & BREW sachets into dining tables for 100 schools across the country, as well as eco-furniture for seven NESCAFÉ Hubs and a NESCAFÉ Street Café. A NESCAFÉ RTD contest to create new items from used aluminum cans led to a collaboration with a lecturer at Rayong Polytechnic College to create a robot prototype that offers samples of drinks and lets people order menu items by voice.
NESCAFÉ, the number one coffee brand that has captured the hearts of Thai people, announced its commitment to sustainability by changing product packaging for the total NESCAFÉ portfolio to be 100% designed for recycling by 2022. This commitment also reflects Nestlé’s global mission of creating a waste-free future. Continuing to celebrate International Coffee Day in a bigger way every year, the NESCAFÉ Day campaign for 2020 was also announced under the concept “Nurturing Stronger Bonds, Brewing It Forward.” The campaign features a cool, upscale showcase that reinforces the NESCAFÉ BLEND & BREW brand’s commitment to sustainability with upcycled items such as dining tables and eco-furniture at NESCAFÉ Hubs and at the NESCAFÉ Street Café. NESCAFÉ has allocated 200 million baht for this campaign.
NESCAFÉ’s Strategy to Ensure Sustainability
This year’s NESCAFÉ Day campaign reflects a new trend in consumer thinking—they are not just becoming more health-conscious, but also show greater concern about the earth’s environment. According to Kantar research on consumer behavior, 63% of Thais consider plastic waste one of their top five environmental concerns. Data from the Pollution Control Department shows, in 2019, Thais generated up to 1.14 kilograms of plastic waste per person per day, with about 27.04 million tons of plastic waste generated in Thailand every year.
This year’s NESCAFÉ Day campaign is also part of Nestlé’s global sustainability ambition, which has a goal of transforming all packaging to be 100% recyclable or reusable by 2025. It also complies with the Thai government’s 2018-2030 plastic waste management plan. NESCAFÉ has two key strategies to maintain a sustainable business operation, which are introducing innovative green packaging to the market in response to the needs of consumers who love the planet, and contributing to a waste-free future by upcycling used packaging into a variety of value-added items.
Ms. Naritta Vipulyasekha, Business Manager – NESCAFÉ Coffee Mixes, Nestlé (Thai) Ltd., said, “NESCAFÉ is the Number 1 coffee brand in Thailand. Every minute, Thais drink 20,000 cups of NESCAFÉ, which equals 300 cups per second. At NESCAFÉ, we have made sustainable waste management a top priority, developing innovations for a greener world. We are strongly committed to making NESCAFÉ packaging 100% designed for recycling by 2022, starting with the NESCAFÉ BLEND & BREW and NESCAFÉ Ready-to-Drink (RTD) product categories before expanding to others.”
“Last year, we changed NESCAFÉ PROTECT PROSLIM’s secondary packaging to paper, the first time NESCAFÉ used this type of packaging anywhere in the world. This year, to improve plastic packaging for coffee lovers who also love the planet, we have taken on the major challenge of making NESCAFÉ sachets more easily recyclable. Normal coffee sachets use a variety of materials to preserve the quality of the coffee they contain, which makes these sachets difficult to recycle.”
To address this challenge, Nestlé Thailand’s packaging development team implemented a project to develop green packaging. Working together with leading film laminate manufacturers, and research and engineering teams from Nestlé Switzerland and Singapore, they developed more than 20 packaging prototypes over a two-year period. The successful result was the world’s first monostructure plastic sachet for NESCAFÉ PROTECT PROSLIM, introduced around the middle of this year, that retains the taste, smell, and freshness of the packaged coffee while being fully designed for recycling.
“We are gradually introducing this monostructure packaging innovation across the entire NESCAFÉ BLEND & BREW product portfolio by Q1 2021, starting with the 25% Less Sugar and No Sugar variants. Thai people can be proud of this packaging innovation, as the concept was developed here, and Thailand is the first country where it was introduced. The monostructure sachet will eventually be tested in and expand to other Nestlé markets worldwide,” she said.
As for NESCAFÉ’s other coffee product categories, Ms. Naritta added, “For our ready-to-drink canned coffee, NESCAFÉ is one of the first brands in the Thai market to switch entirely to 100% recycled aluminum cans by this October. Last year, we started by switching two variants to aluminum cans, which were Latte and Black Ice, and most recently switched Espresso Roast.”
Nurturing Stronger Bonds by Going Green
For the strategy going forward, Ms. Naritta said, “NESCAFÉ has a roadmap to add value to our product packaging through upcycling, which maximizes the use of plastic. Therefore, this year’s NESCAFÉ Day campaign invites coffee lovers across Thailand to connect under the theme “Nurturing Stronger Bonds, Brewing It Forward.”
The NESCAFÉ Day campaign is using more than 100 million NESCAFÉ BLEND & BREW sachets that coffee lovers sent in to participate in various lucky draw campaigns over the past year. These sachets have been upcycled into eco-friendly materials such as wood-plastic composites (WPCs) that were used to make dining tables for 100 schools across the country, as well as eco-furniture for the two latest NESCAFÉ Hubs at BTS Phloen Chit and BTS Mo Chit, followed by the five existing locations, which are BTS Chit Lom, BTS Ari, BTS Victory Monument, BTS Sala Daeng, and BTS Chong Nonsi. The eco-friendly materials made from NESCAFÉ BLEND & BREW sachets will also be used at the NESCAFÉ Street Café, which will be set up as a prototype for additional locations in the future.
To leverage its green packaging, NESCAFÉ RTD initiated a contest to create new items made from used aluminum cans, which led to a collaboration with a lecturer at Rayong Polytechnic College to create a robot prototype built from used aluminum cans that offers samples of drinks and lets people order menu items by voice. It demonstrates how waste can be transformed into innovations that benefit society. The project will run from this October onwards. “We hope that this announcement of our commitment to sustainability will inspire more Thai people to switch to green packaging, which will help to create a Thai society that is waste-free in the future,” said Ms. Naritta.
She concluded by describing another special NESCAFÉ Day campaign for this year, which is the launch of Red Pillar 2020, a concept based on the brand’s core idea of nurturing stronger bonds. It encourages a new level of engagement under the theme “Endless Bonding Equation” to reinforce that NESCAFÉ has been the number one coffee brand in the hearts of Thai people for more than 47 years by bringing together eight brand ambassadors and leading Thai actors and actresses. They are also featured in a new Web film that will debut on NESCAFÉ’s Facebook and YouTube channels on October 1.
Mr. Victor Seah (Left), Chairman and Chief Executive Officer of Nestlé Indochina; Mr. Jojo Dela Cruz (Right), Business Executive Officer – Coffee and Creamer Business Unit, Nestlé (Thai) Ltd.; and Ms. Naritta Vipulyasekha (Center), Business Manager – NESCAFÉ Coffee Mixes, launched this year’s “NESCAFÉ Day” campaign under the concept “Nurturing Stronger Bonds, Brewing It Forward.”
Ms. Naritta Vipulyasekha, Business Manager – NESCAFÉ Coffee Mixes, Nestlé (Thai) Ltd.
Upcycled table made from used NESCAFÉ BLEND & BREW sachets.
A robot prototype built from used aluminum cans that offers samples of drinks and lets people order menu items by voice.