Nespresso consumers ¡°misinformed¡± about recycling of its aluminium pods

Nespresso airs its latest ad featuring its brand ambassador George Clooney and during the launch the firm has admitted that it sincerely needs to educate its “misinformed” consumers about recycling of the aluminium pods in order to make their consumers aware of the firm’s sustainability efforts.

The popular coffee brand has recently been facing negative criticism regarding its single-serve aluminium pods, which have been allegedly creating unnecessary waste according to the environmental activists.

Julie Gallacher, the head of marketing for Nespresso tells media that it has “strong ambitions” on sustainability, but a large number of consumers currently don’t understand that these coffee pods are recyclable.

“We offer a recycling service, as our pods are made out of aluminium,” she says.

“People can either order free recycling bags online, which we will then collect, or they can drop them off at 6,000 collection points. Consumers are misinformed, but that said we are driving increased awareness among consumers to use our [recycling] service more,” she adds.

The Hollywood star has been associated with Nespresso for 10 years and according to Gallacher the actor “still drives interest”. The new ad will be launched in TV as well as in social media channels to drive people’s interest. The firm strives on the brand’s popularity due to convenience of use and they strongly endorse the sustainability aspect of their aluminium coffee pods.

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