~ Nespresso paper cup indeed irresistible? ~

Marketing Monday ---- Nespresso paper coffee cups, indeed irresistible?
Great move but also a great way of wording?

Recently Nespresso launched a new advertising campaign promoting their biodegradable paper coffee capsules. Nespresso promotes coffee cups made of paper making them biodegradable.

These capsules are made from 82% paper fiber and a biodegradable polymer layer to keep the coffee fresh. The campaign highlights the sustainability aspect of these new capsules, which are home-compostable and certified by TÜV.

All great, but the wording on a poster at a bus stop shelter is wat caught my attention!

Irresistible – compostable at home

NOT suited for green waste & NOT suited for paper waste

But you can compost it at home!

NOW MY QUESTION, how many consumers compost at home in general and specifically how many Nespresso consumers compost at home?

Will this paper coffee capsules trigger the consumer to start composting at home?

Given the disclaimers I reckon the majority will end up in residual waste anyway.

SO is this concept indeed irresistible?

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