Monday 29 May 2023

Nespresso launches ‘The Things We Hold’ to shine a light on brand values

Must read

NEW YORK, USA – Nespresso announces the launch of ‘The Things We Hold,’ a new initiative created to shine a light on employee and brand values and a commitment to local communities. The debut creative expression is a collaboration with non-profit organization, the Ali Forney Center (AFC) and New York-based artist Justin Teodoro.

AFC is the largest non-profit organization helping LGBTQ+ homeless youth in the U.S. and was selected as the charitable beneficiary by Nespresso Employee Resource Group (ERG), Nespresso Pride. The creative direction and campaign were developed by mission-driven agency Accompany Creative, which works with Nespresso USA on sustainability and social impact-related programs.

For this initial articulation, Justin Teodoro has created a collection of coffee mugs and saucers that draw upon themes of home, family, and unconditional love. For every mug designed in this limited-edition collection, Nespresso has donated $24 to the Ali Forney Center for a total of $500,000. The talented artist has also designed a mural that decorates the walls of the AFC in New York City, which was painted collaboratively by Nespresso employees and AFC staff.

“We are proud to launch this meaningful, employee-inspired initiative that expresses our brand values in a way that tangibly impacts our local communities,” said Justin DeGeorge, Vice President of Marketing, Nespresso USA. “We’re thrilled to collaborate with the Ali Forney Center and Justin Teodoro, a gifted artist and voice in the community, to support LGBTQ+ homeless youth in the U.S. and invite our customers to help support their mission.”

Based in New York City, the AFC is committed to saving the lives of LGBTQ+ youth, assisting nearly 2,000 youth per year through a 24-hour Drop-In Center which provides over 70,000 meals annually, medical, and mental health services through an on-site clinic, and a scattered site housing program.

“We are profoundly grateful to Nespresso for their ongoing generosity and care for our mission. This is truly an act of compassion and love in the name of corporate social responsibility that demonstrates for hundreds of thousands of homeless LGBTQ youth that they are valued and loved. This is very important because so many of our youths are devastated by family rejection and being thrown out into the streets simply because of who they are,” said Alex Roque, President and Executive Director of the AFC. “There are many ways to change the world and Nespresso has done so, not only by celebrating and embracing diversity in the workplace but, by investing in the communities that represent its employees and helping those in need.”

Justin Teodoro has also painted a custom window for the Nespresso Boutique in Manhattan’s SoHo neighborhood on 92 Prince Street. In-store displays will include video footage of the mural painting and window displays will allow visitors to donate to the Ali Forney Center directly via QR codes.

“I’m proud to be a part of this impactful collaboration with Nespresso and the Ali Forney Center,” said Justin Teodoro. “The mugs that I’ve designed, along with the mural that is on display at the Ali Forney Center and the future Nespresso boutique window honoring the Ali Forney Center all symbolize a more welcoming world that is filled with unconditional love.”

Retailing for $24, the special-edition mugs and saucers are available online and in Nespresso stores in the U.S. The Things We Hold will be an ongoing initiative that supports local non-profits chosen by Nespresso Employee Resource Groups.

Latest article