Something new is brewing at Nespresso: The company has named Dua Lipa its new global brand ambassador, tapping the pop star to help usher in a younger, more trend-driven era for the coffee brand.
Nespresso is banking on the cultural cachet of the three-time Grammy winner, who is known for her jet-setting lifestyle that she shares with her nearly 90 million Instagram followers.
Nespresso’s Gen Z play
The new campaign, called “Vertuo World,” will be “by far the biggest campaign that we’ve ever done in our 40-year history” by dollars spent, Nespresso Chief Marketing Officer Leonardo Aizpuru told Fast Company.
The multimillion-dollar campaign will roll out globally across television, online video, and social media. It will spotlight drinks that already resonate with younger consumers, including iced coffee, espresso martinis, and flavored café-style beverages. George Clooney, who has been a Nespresso brand ambassador since 2006, will also briefly appear in the campaign, the company wrote in a statement.
