The campaign, by JWT, encourages coffee-drinkers to switch to the more environmentally friendly packs.
Parent company Kraft Foods said TV ads show a comical take on a world with no packaging, with a voiceover by Joanna Lumley.
The campaign also encompasses outdoor, in-store and digital activity.
Malcolm Hett, Kenco senior brand manager, said: ‘The new Eco Refill encourages more environmentally friendly behaviour. We expect consumer awareness around this scheme to be very high.'