In other coffee business news… 11-17 November 2022

Nespresso tests friendships to the limit, carbon footprint labelling out of step with coffee consumers, illycaffè puts sustainable coffee in the frame, TIME magazine keen as a bean on coffee innovation, and Lavazza holds court in Turin...

Nespresso's advert sees Clooney and Dujardin battle over the last remaining coffee pod | Photo credit: Nespresso


 

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Nespresso reunites Hollywood rivals in latest ad 
 

Actors George Clooney and Jean Dujardin have reunited for Nespresso's latest TV advertisement campaign. Debuting from 15 November in more than 20 European countries, the campaign sees Clooney and Dujardin resume roles first broadcast by Nespresso in 2014. The light-hearted advert, which also features French actress Camille Cottin, sees the pair battle over Clooney’s last remaining coffee pod and asks viewers the lengths they would go ‘for the unforgettable taste of a Nespresso coffee’. 
 

Coffee consumers in the dark over coffee carbon labelling, campaign suggests 


A new report commissioned by energy beverage brand TENZING has found that UK consumers support the listing of carbon ‘calories’ on food packaging. However, while UK consumers are increasingly keen to make informed choices on food and beverage purchases, the report claims many find carbon labelling confusing and often feel misinformed. TENZING’s has launched a month-long ‘Knowvember’ campaign to highlight the issue, backed by Swedish oatmilk maker Oatly and London coffee chain Benugo. 
 

illycaffè draws attention to sustainable coffee 


illycaffè has commissioned nine internationally renowned artists to create a poster for each of the nine finalist coffee producing countries in the 7th Ernesto Illy International Coffee Award. The Italian coffee roaster said each country will ‘constitute a stop along an artistic journey’ for which nine artists produce posters that symbolise ‘the colour palette of each country and recall the aromas of their coffee’. The nine finalists are Brazil, Costa Rica, El Salvador, Ethiopia, Guatemala, Honduras, India, Nicaragua and Rwanda. Launched in 2016, the Ernesto Illy International Coffee Awards seeks to celebrate global coffee farmers that have produced the best sustainable coffee.
 

Coffee innovation arrives in TIME 


US startup Atomo Coffee has been included as one of the most innovative beverages in TIME's Best Inventions of 2022. The New York-based magazine cited Atomo's beanless cold brew coffee as ‘a shockingly close coffee dupe at a fraction of the environmental cost’. Atomo, which promotes its cold brew as contributing 93% less carbon emissions and 94% less water usage than conventional coffee, said it was ‘an honour to be recognised alongside a league of other incredible inventions’. TIME magazine also included ‘flash frozen’ coffee capsule maker Cometeer on its list. 

 

Lavazza serves up final tennis sponsorship of 2022 


Having already sponsored the French Open, Wimbledon and the US Open this year, Italian coffee roaster Lavazza has announced its partnership with the Nitto ATP Finals. The tennis tournament is taking place in Lavazza’s home city of Turin from 13-20 November 2022, showcasing the eight best players on the global tennis circuit this year. Lavazza is the 2022 event’s Platinum Partner and has committed to the sponsorship until at least 2025. The coffee roaster said it is enriching the event with initiatives that ‘add value to the visitor experience', including Espressoland, an interactive tool which will teach spectators how to prepare real Italian espresso at home. 


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