Editor’s Note
This article announces a new nationwide TV commercial for Nestlé Japan’s eco-friendly coffee refill pack, featuring actor Takumi Kitamura. The campaign, launching April 1, highlights the product’s sustainable packaging.
Nestlé Japan K.K. (Head Office: Kobe, Hyogo Prefecture; Representative Director, President & CEO: Tatsuhiko Fukaya; hereinafter “Nestlé Japan”) will begin nationwide broadcast of a new TV commercial for the “Nescafe Gold Blend Eco & System Pack,” a refill product that uses paper materials and no aluminum foil, titled “Choosing Coffee While Thinking of the Future,” featuring actor Takumi Kitamura, starting Monday, April 1.
The “Nescafe Gold Blend Eco & System Pack” has evolved as an environmentally conscious “refill pack” since its launch in 2008, undergoing improvements such as reducing plastic usage and lightening weight while protecting coffee quality. It is used for refilling “Nescafe” jar products and as a dedicated cartridge for the “Nescafe Gold Blend Barista” coffee maker. In March 2024, the package design was renewed to help more people learn about its features, which allow for one-touch refilling without spilling coffee or losing aroma.
Nestlé has stated its commitment to sustainability through its global coffee brand “Nescafe” under the new concept “Make your world” since 2023, aiming for a future where everyone can continue to enjoy delicious coffee. In Japan, since autumn 2023, the brand message “That coffee makes you a little bit of a hero.” has been used with actors Takumi Kitamura and Yukino Kishii to communicate that the small action of drinking a cup of “Nescafe” can lead to a sustainable future.
Starring: Takumi Kitamura
Broadcast Start Date: Monday, April 1, 2024
Broadcast Area: Nationwide
The commercial depicts a man (Takumi Kitamura) returning to his childhood home surrounded by nature. In a relaxed atmosphere, he chats and laughs with his mother while refilling coffee using the “Nescafe Gold Blend Eco & System Pack.” The scenes show him choosing his preferred container, refilling the coffee with a satisfying “click” in one touch, and finally enjoying the coffee while looking at the ocean. In the final scene, the “Nescafe” accent mark is used symbolically like a cape, alluding to the “hero” theme.
Regarding his first experience refilling with the new pack for the commercial:
Nestlé, the world’s largest food and beverage company operating in 188 countries, aims to reduce its use of virgin plastics by one-third by 2025 and design over 95% of its plastic packaging to be recyclable. As part of achieving this commitment, Nestlé Japan is working on initiatives to build a circular economy, aiming to improve product packaging and reduce waste.
The “Nescafe Gold Blend Eco & System Pack” uses 100% coffee beans that meet responsible sourcing standards. These are beans produced with consideration for producers and the environment, where the farmer group or cooperative involved in cultivation can be identified, and which have been verified or certified by an independent third party as meeting Nestlé’s own responsible sourcing standards. Independent third parties like 4C Services GmbH, which operates the “4C certification” system, and the Rainforest Alliance place auditors on-site to evaluate practices against Nestlé’s criteria covering social, environmental, economic, and safety conditions on farms.