Nespresso and Accompany Creative Redesign new "I Love Nespresso" Recycling Bag

May. 20, 2024

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 cleverly nods to the classic Milton Glazer "I Love NY" ad campaign.

Introducing it and quickly hoping you stop using? Yes, you read that right.

Nespresso knows New Yorkers care deeply about sustainability, that’s why the coffee brand has invested heavily in state-of-the-art recycling equipment within local cities. Already New Yorkers can recycle their aluminum capsules (a choice Nespresso made 30 years ago to use the infinitely recyclable metal) directly through the municipal system. Just toss ‘em 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 cleverly 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.

Keehn said:

"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 and we're excited to see how many people now use their regular blue bin to recycle their Nespresso capsules."

 

Worth noting:

• The bag is something Nespresso ultimately wants to transition its New York City members away from now that they can simply use the blue bins. 
• The Nespresso contribution to the city has a net positive because their recycling program also allows other small metals like bottle tops or soda can tabs to be recycled as well. Previously, that could not be handled by the average recycling center. 
• This program is an example of how Nespresso, a Certified B Corp, intends to take an active leadership role in promoting local recycling systems for the benefit of everyone.