PR Communication Plan 2021

Understanding the Challenge

One of the biggest challenges was Nespresso’s brand perception in Thailand. While widely recognized for its premium quality, it was often seen as exclusive and distant, catering primarily to a niche, high-end market. At the same time, many consumers were overwhelmed by the variety of coffee capsules, unsure of which one suited their preferences. With competitors offering more accessible price points, we needed a way to reinforce Nespresso’s value beyond price and convenience.

There was also a sustainability message that needed to be heard. Nespresso had a well-established recycling program, but consumer awareness and participation were still low. The challenge was straightforward: How could we make sustainability feel aspirational rather than an obligation and relevant to the brand?

The concept "Distinctive Senses of Master Origins” aims to reframe how consumers experience coffee—not just indulging in the taste but a cultural journey through the five human senses.

I proposed the idea of 5 pop-up cafés and art exhibitions where visitors wouldn’t just taste coffee but truly experience it through the sight, sound, touch, smell, and taste of their origins. Each Master Origins coffee would be interpreted by different Thai artists, bringing its origin story to life in an interactive, immersive, and unforgettable way.

Sight - Chanaradee Chatrakul (Visual Artist)

Art installations that reflect the cultural roots of each coffee's origin.

Sound - Win Siriwongse (Musician)

Original music compositions inspired by regional landscapes.

Touch - Suphakorn Sakultai (Interior Designer)

Immersive spatial design to recreate the textures of each origin

cultural element.

Smell - Sirirat Laotup (Scent Designer)

Custom fragrance products inspired by the aromatic profiles of each

Master Origin.

Taste - Paweenuch Yodpreechavijit (Pastry Chef)

Coffee-paired pastries are curated to enhance each blend.

Distinctive Senses of Master Origins

A Multi-Sensory Brand Experience

Campaign Amplification

To extend the campaign’s reach, I designed a campaign application for consumers to connect with the Master Origins campaign and draw them to engage with the pop-ups, including,

Short Documentary Series:

A five-episode series featuring the artists, diving into their creative process and the cultural significance of each coffee origin.

Interactive Microsite: "Where is Your Master Origin?"

A gamified personality quiz that matched users with their ideal Master Origins coffee, integrating social sharing and influencer collaborations to drive participation.

Press Conference & Influencer Activation

Press conference and launch event featuring live coffee tastings, immersive storytelling, and exclusive previews, designed to generate organic buzz across social and lifestyle media. This approach allowed us to shift Nespresso’s positioning—from a luxury brand focused on convenience to a brand that celebrates craftsmanship, culture, and connection.

Endless Resurrection: Rethinking Sustainability

For the CSR campaign, I was also developing "Endless Resurrection,"

a localized sustainability-led campaign aimed to elevate Nespresso’s recycling program into a cultural movement.

Turning Waste into Desirable Design

I knew that for people to engage with sustainability truly, it had to be more than just an environmental responsibility—it had to feel like a lifestyle choice worth embracing.

I proposed collaborating with a Thai fashion brand, “POEM,” to create a capsule collection made from recycled coffee grounds and aluminum capsules. Instead of simply talking about Nespresso’s sustainability efforts, we would show how used capsules could be transformed into something beautiful and desirable.

In addition, I proposed the ideas of creating:

Sustainable Coffee Tumblers

The premium reusable tumblers, made from recycled capsules, reinforce eco-conscious consumption in urban settings and can be used with Nespresso products.

"Recycle & Redeem" Consumer Program

Encouraging customers to return their used capsules at Nespresso Boutiques in exchange for exclusive, limited-edition products.

Campaign Amplification

To ensure that sustainability wasn’t just a corporate message but a consumer movement, I designed a multi-layered rollout:

Public Exhibition: Endless Resurrection Fashion Show:

A curated event and fashion show to promote the capsule collection and showcase how coffee waste could be repurposed into high-end products.

Influencer & Media Strategy:

Collaborating with eco-conscious influencers and designers to amplify awareness and showcase products as an integral part of modern luxury living.

Editorial Features & Press Activation:

Partnering with fashion and lifestyle publications such as Vogue Thailand and The Cloud to position the campaign within the fashion, design, and sustainability worlds.

Although this campaign was never fully executed after we signed the contract, it redefined how Nespresso could position sustainability not as an afterthought but as part of its premium brand identity.

Nespresso Thailand’s project was initially a pitch brief designed to challenge agencies to showcase their strategic thinking, creativity, and media/influencer connections.

After the selection process, Moonshot Digital secured the contract, and I was responsible for developing creative content for Nespresso Thailand’s product launches and CSR campaigns. My role primarily focused on digital media and influencer campaigns, where I proposed topics and storytelling angles for branded content across multiple platforms, including brand-owned channels, paid media, and influencer collaborations.

Work Examples

Developed a summer campaign to promote the Limited Edition Collection.

• Created summer special coffee recipes using the collection’s products for media and influencers to experience.

• Crafted a guideline message for influencer collaboration, sending the collection along with exclusive Nespresso gifts to celebrities and influencers, encouraging organic content creation.

• Secured media coverage on Elle Thailand and extensive influencer-generated content across social platforms.

Winning this pitch was a huge milestone, but what followed was a significant learning experience. Even though these ideas weren’t fully realized post-contract, the process of developing, refining, and presenting them taught me invaluable lessons:

Sustainability Must Be Aspirational

Consumers respond better when sustainability is framed as something stylish and valuable rather than just a responsibility.

Winning a Pitch is Just the Beginning

Securing the contract was a success, but I also learned that post-pitch execution often shifts based on business priorities, requiring flexibility and collaboration.

Reflection