Nespresso is teaming up with The Weeknd to reach young people. It’s no secret that young gens prefer iced coffee over a classic hot cup. And according to their internal data, around half of all American Nespresso users are now using their machines to brew cold coffee. That’s why their latest campaign tapped The Weeknd for an upcoming coffee collection that’s shown over ice in their commercials. With 50% of their U.S. marketing budget now going towards pushing iced coffee, they’re committed to connecting with young gens who can’t get enough, even sponsoring his upcoming tour with “exclusive experiences” for fans in stadiums. The company doesn’t want to move away from their long-time customer’s preferences for hot brews completely, though. George Clooney will remain the star of their ad campaigns targeting older adults, but their collab with The Weeknd represents a new era of coffee-lovers they hope to turn into loyalists. (WSJ)
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