Nespresso Cools Down to Captivate Gen Z: The Weeknd Takes Over!
Nespresso, a brand long associated with George Clooney and premium espresso, is undergoing a significant shift to capture the attention of Gen Z. The company's latest U.S. campaign embraces ice, '90s nostalgia, and a partnership with pop icon The Weeknd, signaling a strategic move to resonate with younger consumers.
This isn’t just an aesthetic overhaul; it’s a calculated response to changing consumer preferences. Internal research reveals that over half of Nespresso’s American customers now prefer cold coffee at home. With iced coffee consumption skyrocketing among Gen Z, Nespresso is finally embracing the chill.
Experiential Coffee: The Weeknd Era
The Weeknd is the face of Nespresso’s summer campaign, co-creating a limited-edition coffee collection designed specifically for iced consumption. The advertising campaign features dreamlike visuals of The Weeknd enjoying chilled brews amidst suns, mocha clouds, and oversized droplets, a stark contrast to Clooney's suave espresso shots.
According to Jessica Padula, Nespresso USA’s VP of Marketing, The Weeknd isn’t replacing Clooney. Instead, he’s helping Nespresso reach new audiences that Clooney might not connect with as readily. The campaign includes new iced-specific capsules, pastel-colored packaging, and accessories tailored to TikTok-savvy consumers. The Vertuo Pop machines, compact and colorful, are also being marketed toward younger, space-conscious kitchens.
A Gradual Shift
Nespresso’s pivot towards iced coffee has been years in the making, starting with over-ice capsules in 2017 and an “ice mode” in select machines in 2023. However, marketing remained focused on hot coffee and a European sensibility.
"We couldn’t just flip the switch,” Padula explained, indicating a cautious approach to avoid alienating their core audience.
Brewing Culture, Not Just Coffee
The collaboration with The Weeknd goes beyond celebrity endorsement. Nespresso is the headline sponsor of The Weeknd’s upcoming tour, promising exclusive fan experiences at stadiums. At the Cannes Film Festival, Nespresso erected a pistachio-green beach deck café serving matching pistachio iced coffees, further emphasizing a lifestyle approach.
By blending music, fashion, and coffee, Nespresso is positioning itself as a lifestyle choice that aligns with Gen Z's values of aesthetics, personalization, and cultural relevance.
The Bottom Line
This strategy seems to be working. Global Nespresso sales increased by 5.7% in the first quarter of 2025, outpacing Nestlé’s overall growth, with U.S. sales experiencing double-digit increases fueled by the new iced offerings.
Nespresso’s evolution showcases how established brands can adapt to cultural shifts. By combining their heritage with modern trends, they are redefining themselves for a new generation of coffee lovers. The future of coffee, especially among Gen Z, is customizable, cool, and camera-ready.
What do you think of Nespresso's new strategy? Will The Weeknd partnership help them capture the Gen Z market? Share your thoughts in the comments below!