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VEVEY, Switzerland – Nescafé took home the prestigious Bronze Cannes Lions award for its Creative B2B Market Disruption campaign titled “Plantlets of the Future”. This award recognizes Nescafé’s commitment to sustainability and its pioneering efforts through its coffee plantlet program. As coffee trees age, they naturally become less productive and vulnerable to the impacts of climate change.
To address this, renovating and rejuvenating coffee farms is essential to maintain productivity.
By distributing climate-resilient plantlets and providing dedicated training in regenerative agriculture, Nescafé is not only helping improve yields but also fostering a sustainable future for coffee cultivation.
This initiative builds trust within the coffee farming community while disrupting the traditional B2B supply chain model, ensuring that businesses are fortified at their roots.
Axel Touzet, Head of the brand Nestlé Coffee Brands Strategic Business Unit, said: “The Bronze Lion for our campaign ‘Nescafé – Plantlets of the Future’ reinforces the significance of our work through the Nescafé Plan. We are dedicated to supporting a resilient and sustainable future for coffee, ensuring it can be enjoyed for generations to come. We are honored to receive this prestigious award for our beloved Nescafé brand, one of the world’s favorite coffees.”
The “Plantlets of the Future” campaign was developed in collaboration with the creative agency Publicis, showcasing the innovative spirit and dedication of both teams in promoting a sustainable coffee industry.
