Gen Z’s cup of Joe
Nespresso has been driving the at-home espresso wave since 1986.
Sixty-six p.c of People drink espresso day by day, in response to the National Coffee Association (NCA), and although some take it hot-to-go, 40% have a single-serve equipment at house.
The model has discovered success advertising and marketing itself within the 30- to 50-year-old demo, with Clooney on the helm. Its revenues grew 1.6% in 2025, hitting $8.39 billion.
Nevertheless, Nespresso is now banking on Lipa to win over Gen Z, nearly half of whom prefer sweet, iced coffee.
Lately, it’s been experimenting with methods to seize Gen Z’s consideration, together with piloting a relaxing ready-to-drink (RTD) canned model of its Grasp Origins Colombia, launching specialist iced espresso pods in flavors like pistachio, and dealing with artist The Weeknd on a brand new selection.
Nespresso mentioned its Lipa marketing campaign will introduce “a contemporary expression of Nespresso’s dedication to exploration and elevated espresso experiences.”
In an announcement, Lipa mentioned she had “grown up” with the model, utilizing machines at house, on-set, and in resort rooms. “So teaming up with them was actually a straightforward choice,” she mentioned. “Working collectively has already been a great deal of enjoyable, and it’s just the start.
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