Nod To A Classic
Nespresso is introducing, and quickly hoping you stop using, a new one-of-a-kind capsule recycling bag for folks in the New York area — designed by New York-based agency Accompany Creative — that nods to the classic Milton Glaser “I Love NY” ad campaign.
The coffee brand has invested heavily in state-of-the-art recycling equipment within local cities. Already New Yorkers can recycle their aluminum capsules directly through the municipal system. Just toss them into the blue bins. Other cities will soon be able to recycle their Nespresso capsules curbside, including Jersey City, NJ just last month.
However, not all New Yorkers are aware of Nespresso’s curbside recycling investment – as many are still using the brand’s mail-back system.
To spread the word, Nespresso is giving customers in New York City the new Accompany Creative-designed recycling bags that not only pay homage to the legendary “I Love NY” ad campaign, substituting a Nespresso capsule for the heart icon, but the bag itself contains the important, yet counter-intuitive, message that “New Yorkers can now stop using the bag” and put their Nespresso capsules directly into their mixed recycling curbside bins.
Jason Keehn, Founder of Accompany Creative, says creatively the key to the design was to find the right balance between grabbing attention with a bold visual and communicating something specific to New Yorkers that would engage them to read more.
“Leveraging the classic ‘I Love NY’ icon with a distinctly Nespresso twist helped communicate Nespresso’s larger recycling commitment in a fun way, while hopefully changing behavior to our local audience,” Keehn says, “and we’re excited to see how many people now use their regular blue bin to recycle Nespresso capsules.”
