Nespresso is making waves by partnering with music superstar The Weeknd to launch the “Samra Origins” coffee collection. This new line is inspired by The Weeknd's Ethiopian heritage and the significance of coffee in his family. The collaboration comes as Nespresso shifts its advertising strategy, moving from McCann to Leo at Publicis Groupe. This change aims to attract a younger audience, especially Gen Z, who prefer iced coffee and enjoy '90s nostalgia in marketing.
• The new coffee line celebrates The Weeknd's cultural roots and family traditions.
• Nespresso is transitioning its global advertising account to Publicis Groupe’s Leo after nearly 20 years with McCann.
• The marketing campaign will feature both The Weeknd and George Clooney, targeting different audience segments.
• Nespresso aims to refresh its image while maintaining a connection to its past branding efforts.
This partnership is significant as it reflects Nespresso's desire to evolve and connect with a younger demographic. By blending music culture with coffee, the brand is not only diversifying its product range but also modernizing its marketing approach to stay relevant in a competitive market.
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