Gen Z’s cup of Joe
Nespresso has been driving the at-home coffee wave since 1986.
Sixty-six percent of Americans drink coffee daily, according to the National Coffee Association (NCA), and though some take it hot-to-go, 40% have a single-serve appliance at home.
The brand has found success marketing itself in the 30- to 50-year-old demo, with Clooney at the helm. Its revenues grew 1.6% in 2025, hitting $8.39 billion.
However, Nespresso is now banking on Lipa to win over Gen Z, nearly half of whom prefer sweet, iced coffee.
In recent years, it’s been experimenting with ways to capture Gen Z’s attention, including piloting a chilled ready-to-drink (RTD) canned version of its Master Origins Colombia, launching specialist iced coffee pods in flavors like pistachio, and working with artist The Weeknd on a new variety.
Nespresso said its Lipa campaign will introduce “a modern expression of Nespresso’s commitment to exploration and elevated coffee experiences.”
In a statement, Lipa said she had “grown up” with the brand, using machines at home, on-set, and in hotel rooms. “So teaming up with them was really an easy decision,” she said. “Working together has already been loads of fun, and it’s just the beginning.
