It’s been more than two years since Hurricanes Irma and Maria hammered Puerto Rico, causing long-lasting devastation to the U.S. territory’s people and economy.
Severely mauled by the storms was the island’s coffee industry, which has struggled to recover because of a combination of daunting factors, including the long and labor-intensive process needed to grow new fruit-bearing coffee plants.
In Nespresso’s newest star-studded video from agency McCann, the brand takes a break from its usual lighthearted antics—such as George Clooney traveling through a litany of Hollywood classics or the actor joining Natalie Dormer in a knightly quest for coffee—to get more earnest in its efforts to aid Puerto Rico.
This time, Clooney heads to the island to meet farmers and sit down with Hamilton creator Lin-Manuel Miranda, whose parents were born in Puerto Rico and tells his own family stories about the importance of coffee in the lives of Puerto Ricans. While charming and uplifting, the video also powerfully captures the long path to recovery faced by these farmers.
The brand’s efforts obviously go beyond just creating the video. Nespresso is launching its first 100% Puerto Rican coffee, Cafecito de Puerto Rico. It will first be made available to those who donate to the Hispanic Federation, which pledges to plant one coffee plant on the island for each dollar donated.
Nespresso has also committed $1 million to help train 1,500 farmers in agronomic and business skills via nonprofit partner TechnoServe.
By David Griner