As Gen Z shapes coffee culture, Nespresso brings in a new face to match how people drink today
Nespresso has tapped Dua Lipa as its new Global Brand Ambassador, placing the pop star at the centre of its upcoming Vertuo World campaign launching on April 14. She joins George Clooney, who has fronted the brand for years, setting up a handover of sorts between two very different eras.
The timing isn’t random. Coffee habits have shifted, and younger drinkers are driving that change.
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Younger consumers are changing what coffee looks like
Nearly half of Gen Z consumers now drink coffee daily, but the way they approach it is different. It’s colder, sweeter, more customizable. It’s something you tweak, post, and make your own.
That shift is also showing up at home. More people are investing in machines that let them recreate cafe-style drinks without leaving the house. For Nespresso, that pushes the brand to keep up with how people actually want to drink coffee now.
Bringing in Dua Lipa makes sense in that context
She sits at the intersection of music, fashion, and internet culture, with a following that spans markets but skews younger. More importantly, she carries a certain ease—recognizable, but not overexposed in the way legacy brand ambassadors can feel over time.
“We’re excited to welcome Dua Lipa to the Nespresso family,” said Chief Marketing Officer Leonardo Aizpuru, pointing to her curiosity and openness to trying new things as a natural fit for the brand.
For Dua, the partnership is familiar territory. She shared that Nespresso has been a constant in her day-to-day, whether at home or on the road. “They’re always exploring new flavors and evolving, which made this an easy decision,” she said.
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A bigger campaign, across every platform
The Vertuo World campaign will roll out globally across TV, digital, and social platforms, and is set to be one of Nespresso’s largest campaigns to date. Dua Lipa leads the campaign, with Clooney making a brief appearance—a nod to the brand’s long-standing image.
The campaign also builds on recent moves by Nespresso to stay visible among younger audiences, from new flavour drops to more design-led collaborations that feel made for social.
Where to find Nespresso in the PH
In the Philippines, Nespresso boutiques are located at Power Plant Mall, Robinsons Magnolia, One Bonifacio High Street, TriNoma, The Podium, Mitsukoshi BGC, and SM Mall of Asia, with pop-ups across major malls nationwide.
You can also order via nespresso.ph or through the Nespresso PH app.
