"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."
"Lipa is a logical fit for Nespresso's pivot. The three-time Grammy winner has built a global following that extends far beyond music and already overlaps with luxury, fashion, and lifestyle brands. She has appeared in campaigns for YSL Beauty, Chanel, Porsche, Evian, and Bulgari, building an aspirational image for herself."
"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 has named pop star Dua Lipa its new global brand ambassador to reach younger, trend-conscious consumers. The "Vertuo World" campaign represents the company's largest investment in its 40-year history, rolling out across television, online video, and social media globally. The campaign highlights beverages popular with Gen Z, including iced coffee, espresso martinis, and flavored café-style drinks. Lipa's extensive following of nearly 90 million Instagram followers and established presence in luxury and lifestyle brands make her an ideal fit for this strategic pivot. George Clooney, Nespresso's ambassador since 2006, will make a brief appearance in the campaign, marking a shift from his signature suave advertising style.
Read at Fortune
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