Made With Care – Nespresso 2021 | Clapboard Ad Archive

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Made With Care - Nespresso | Clapboard Ad Archive

Nespresso’s Made With Care campaign, developed by McCann and launched in the United States in 2021, asserts care as the defining quality of the Nespresso experience, leveraging both a literal and symbolic take on the term to elevate the brand’s position within the competitive food and drink sector. Framing care as a relentless and purposeful effort at every stage — from bean to cup — the campaign mobilizes both coffee artists and aficionados, inviting them into a growing movement that champions not just craftsmanship but coffee as a catalyst for broader positive change. Rather than following a conventional story arc or product demonstration, the film leans into a narrative strategy that, as per Clapboard’s taxonomy, aligns with FORMAT#9—Symbolize the Benefit, deploying care as a stand-in for values like quality, sustainability, and social responsibility. Nespresso purposefully steps beyond product features, positioning itself as a brand that not only delivers on excellence and taste but one that fuels meaningful conversations about ethical sourcing and environmental impact. In the context of a market where competitors like Starbucks, Keurig Dr Pepper, Dunkin’, Lavazza, and Illy each stake a claim on varying aspects of convenience, premiumization, heritage, or affordability, Nespresso pushes the proposition further, encouraging coffee lovers to see each cup as an actionable expression of values. The campaign’s deployment of the hashtag MadeWithCare amplifies this intention, signaling a collective commitment and creating an open channel for consumer engagement and advocacy on social platforms. With more than 179,000 views and visible audience participation, the campaign demonstrates notable traction and a strong emotional connection to its core message. The creative approach is devoid of overt product-centric tropes, relying instead on the emotive power of ritual and community to anchor Nespresso as a leader in responsible consumption. The campaign earns 64/100 in Clapboard’s global creative archive. In centering the conversation around care as a brand principle that straddles both excellence and impact, Made With Care signals a shift toward value-driven narratives in the premium coffee category, suggesting that the next frontier for brands in this space lies in owning the emotional and ethical context as much as the taste and quality.

Credits

Client

Nespresso

Agency

McCann

Executive Creative Director

Larry Platt, Danny Rodriguez

Creative Director

David Cappolino, Nickie Thongton

Art Director

Tim Min, Luzdivina Ruiz

Copywriter

Josh Race

Crew

Nathy Aviram, Annie Kunstler, Cerine Azar, Wilmien Blake, Danielle Korn, Terry Marcello, Gordon Corte, Peter Etzweiler

Producer

Kathy Love, Loly McIndoe, Kristen Evans, James Evans, Geoff Campbell, Fern Martin, Hannah Wederquist-Keller, Sarah Van Tassel, Ali Corsi

Strategic Planner

Amanda Shapiro

Account Management

Amber Greenwalt, Cheryl Edwards, Jordan Hamilton, Emily Charlton, Matthew Albaira

Chief Executive Officer

Guillaume Le Cunff

Chief Brand Officer

Anna Lundstrom

Category Mind Map

48%

Nespresso’s “Made With Care” campaign centers on the brand proposition that care is the essential ingredient behind every cup of its coffee. By positioning care as a relentless, purposeful effort, the campaign frames the coffee experience as one shaped by craftsmanship and a commitment to positive impact. This underscores Nespresso’s promise of quality and responsibility, suggesting that the brand's value extends beyond product excellence to include a deeper ethical and emotional dimension. Strategically, the campaign taps into a cultural insight that consumers increasingly seek authenticity and meaningful connection in their consumption choices, particularly within the food and drink sector. By narrating the journey of coffee through the lens of “coffee artists and coffee lovers” coming together, it appeals to a segment of consumers who appreciate artisanal craftsmanship and are motivated by socially conscious values. The creative angle leverages narrative storytelling to humanize the brand, elevating coffee from a mere beverage to a catalyst for positive change. This approach simultaneously appeals to existing brand loyalists and new audiences who prioritize care, sustainability, and community in their purchasing decisions. The use of the hashtag #MadeWithCare further emphasizes movement-building and engagement, positioning Nespresso as a leader inspiring collective action around quality and responsibility. Overall, the campaign reflects a market strategy that combines emotional storytelling with purposeful brand values to deepen consumer connection in a competitive, purpose-driven marketplace.

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. The campaign centers on “care” as both a literal and symbolic quality—highlighting that care is put into every cup of Nespresso coffee and suggesting care as a catalyst for positive change. There is no explicit story arc, problem–solution framing, or demonstration; instead, the narrative invites viewers to participate in a movement, with “care” standing in symbolically for craftsmanship, quality, and social/environmental responsibility. All clues—narrative genre, campaign theme, and “Made With Care” positioning—indicate symbolic representation of benefit rather than straightforward storytelling or direct demonstration. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Starbucks – Market Positioning Starbucks positions itself as a premium, lifestyle coffee brand emphasizing a personalized, community-driven café experience. Their strategic angle focuses on convenience, consistency, and innovation in product offerings, backed by strong global retail presence and digital engagement through loyalty programs. 2. Keurig Dr Pepper – Market Positioning Keurig Dr Pepper differentiates through its single-serve brewing technology and extensive range of coffee brands targeting convenience and variety. Their strategy highlights ease of use, quick preparation, and broad retail availability appealing to both home and office consumers. 3. Dunkin’ – Market Positioning Dunkin’ leverages affordability and speed with a focus on handcrafted coffee and food items for on-the-go consumers. Their positioning centers around value, everyday accessibility, and a strong presence in suburban and urban markets. 4. Lavazza – Market Positioning Lavazza positions as an authentic Italian coffee brand emphasizing premium quality, artisanal heritage, and sustainability. It targets discerning coffee drinkers who value tradition and sophisticated flavor profiles supported by responsible sourcing practices. 5. Illy – Market Positioning Illy differentiates itself as a luxury coffee brand known for its consistent taste, artistic branding, and commitment to quality control and sustainability. Their strategic approach highlights high-end consumer experiences often in gourmet and hospitality settings.

Q: What is Made With Care about? A: Made With Care is a 2021 campaign created by McCann for Nespresso in the United States, positioned within the non-alcoholic drinks sector. The campaign centers on a film asset that highlights the meticulous care and passion invested in every cup of Nespresso coffee. By inviting audiences to join a movement of coffee artists and enthusiasts, the campaign frames care as the essential ingredient and catalyst for positive change, reinforcing Nespresso’s commitment to quality, responsibility, and community impact. Q: What creative device does Made With Care use? A: Made With Care employs FORMAT#9 SYMBOLIZE THE BENEFIT, as classified by Clapboard’s 12-format taxonomy. This approach uses symbols or exaggerated visuals to represent the product’s positive impact, with “care” serving as both a literal and symbolic quality throughout the campaign. Rather than relying on a traditional story arc or direct demonstration, the narrative invites viewers to see care as a stand-in for craftsmanship, quality, and social responsibility, positioning Nespresso as a brand driven by purpose. Q: What is the campaign proposition for Made With Care? A: The campaign proposition for Made With Care asserts that care is the essential ingredient behind every cup of Nespresso coffee, positioning the brand as relentlessly purposeful in its pursuit of quality and positive impact. Targeting consumers who seek authenticity and meaningful connection, the campaign frames Nespresso as a leader in craftsmanship and ethical responsibility. This strategic positioning matters in the food and drink market, where consumers increasingly value brands that demonstrate genuine care, sustainability, and community engagement. Q: How does Made With Care rank in Clapboard's archive? A: Made With Care holds a Clapboard Campaign Score of 64/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. Q: Who are the competitors in Nespresso's category? A: In the competitive landscape for premium coffee, Starbucks positions itself as a lifestyle brand focused on personalized café experiences and digital engagement, while Keurig Dr Pepper emphasizes convenience and variety through single-serve brewing technology. Dunkin’ targets value-driven, on-the-go consumers with affordability and speed, Lavazza leverages Italian heritage and sustainability for discerning coffee drinkers, and Illy stands out as a luxury brand known for consistent taste, artistic branding, and a commitment to quality and sustainability.