Nespresso knows Gen Z runs coffee now, so it hired Dua Lipa

"Gen Z is a generation that is not only going to be the future of the category, but it's also a generation that is highly influential in coffee purchases. 'Vertuo World' will be by far the biggest campaign that we've ever done in our 40-year history by dollars spent."

"The coffee scene has changed dramatically, as younger millennials and Gen Z have grown up. The latter has been credited with driving broader trends such as favoring cold coffee, unique creamers, and highly customizable coffee drinks that can be showcased on TikTok."

Nespresso is introducing a major global advertising campaign called 'Vertuo World' debuting April 14, featuring pop star Dua Lipa alongside longtime ambassador George Clooney. This multimillion-dollar initiative targets Gen Z, a demographic of approximately 70 million in the U.S. with 47% reporting daily coffee consumption. The campaign represents Nespresso's largest investment in its 40-year history and will run across linear TV, online video, and social channels in all global markets. The shift reflects changing coffee consumption trends among younger generations, including preferences for cold coffee, customizable drinks, and products suitable for social media sharing.

Read at Fast Company