Nespresso tapped Dua Lipa as the face of their most expensive campaign ever. In a bid for even more attention from Gen Z, the brand’s “Vertuo World” campaign is looking to expand their typical luxury coffee consumer base. Gen Z is not only making up a huge share of coffee drinkers today, but almost two thirds of all adult consumers say this gen influences how they shop, so getting their approval is an absolute must. With Gen Z’s affinity for customized, flavorful, and especially iced coffee, all of which drives at-home coffee making trends, 50% of Nespresso’s machines are being used for cold coffee now, and it’s likely this will be a focus of the still somewhat under wraps campaign. But one thing is for sure: Lipa joining the brand alongside long-time ambassador George Clooney is a move to signal relatability and social media reach while still maintaining a classy, aspirational appeal. (Fast Company)
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