Thrive and Nestlé Partner to Launch Campaign for Reusable Jars

08 February 2023



Nestlé and Thrive, the custom IPG Mediabrands unit for the brand, launched a global campaign for the Super Bowl to encourage customers to reuse Nescafé’s glass jars instead of throwing them out. The campaign’s film captures how different people reuse their jars for unique purposes, like a vase for flowers or a container for dog treats, showing the seemingly infinite ways the Nescafé jars can be given a second life.

Nescafé’s focus on its reusable jars demonstrates another dimension of how the brand can relate to its consumers, outside of its typical approach of connecting through Nescafé coffee. While subtle, the campaign conveys a strong sense of tenderness, unity, and creativity among consumers. After its debut during the Super Bowl, the campaign broadened to include social media, out-of-home, as well as services for how to remove existing Nescafé labels and print new ones to serve whatever purpose the customer desires.

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