Nespresso:
Bringing New Life to Used Capsules
How Nespresso Recycled 2,500 Capsules into Art to Promote Sustainability
Nespresso | CHALLENGE
Nespresso has a strong commitment to sustainability and capsule recycling. But in Bulgaria, awareness around these efforts was still limited. The challenge was to creatively communicate Nespresso’s values and encourage people to recycle not just with facts, but with feeling.
Nespresso | SOLUTION
We partnered with local artists from Atelie Trion to design an impactful public art installation made entirely from used Nespresso capsules. The piece aimed to transform waste into beauty and demonstrate the brand’s message: there is life in every capsule beyond its intended use.
The campaign:
Highlighted Nespresso’s recycling program in Bulgaria
Supported the brand’s global message #DoingIsEverything
Engaged the public emotionally and visually through physical art
Increased sustainability awareness via hands-on participation and media coverage
Nespresso | EXECUTION
The final installation, titled “Growth,” featured more than 2,500 hand-processed capsules, including 1,600 magnetic aluminum pods filled with live plants. Visitors were invited to take one home, continuing the message of sustainability in their own space.
The artwork was unveiled outside Nespresso’s boutique, supported by a coffee tasting event and live interactions, creating a rich brand experience that combined community, creativity, and environmental responsibility.
Nespresso | RESULTS
Over 2,500 capsules recycled and repurposed
1,600 living, plant-filled pods distributed to the public
Powerful visual storytelling that aligned with Nespresso’s brand values
Boosted local awareness of the recycling program
Positive brand perception and strong social engagement around sustainability in Bulgaria
Nespresso | CONCLUSION
This campaign showed that sustainability can be beautiful, creative, and tangible. By turning recycled capsules into art, United Partners helped Nespresso make a lasting impact — not only in brand awareness, but in everyday behavior.
Want to see how we bring sustainability messaging to life through creative campaigns?
25 journalists and influencers at the launch
14 publications in target media;
over 75 pieces of content through various platforms
more than 4000 people visited the art installation within 2,5 weeks on display
1650 re-used Nespresso capsules with a plant were taken by visitors
total impressions: 1 091 780
Doing is everything
