Swiss coffee label Nespresso has welcomed Grammy-winning singer-songwriter Dua Lipa into its family, announcing her as its new global brand ambassador
After 40 years of leading coffee innovation, and decades of suave campaigns starring George Clooney (don’t worry, he’s not going anywhere), Nespresso is entering a new chapter, unveiling its newest global ambassador: Dua Lipa.
"We are proud and delighted to welcome Dua Lipa to the Nespresso family," says Leonardo Aizupuru, CMO at Nespresso. " She symbolises curiosity, openness, and the courage to always try new things – an energy that aligns perfectly with the direction we are taking as a brand."
"It feels like I've grown up with Nespresso," Dua Lipa says. Photo: Courtesy of Nespresso
Brand ambassadors Dua Lipa and George Clooney. Photo: Courtesy of Nespresso
Within her career, the British singer-songwriter has made space for storytelling, creative expression, and cultural diversity, which invites her audience to reflect and connect – values which Nespresso sees in its own ethos. "Our ambition is to inspire continued exploration of the coffee world, not least in our daily routines, and Dua Lipa brings this mindset to life in a modern and natural way," explains Aizupuru. "Together, we want to inspire a new generation to explore new flavours with confidence and discover how a coffee moment can become something truly special."
It feels like I've grown up with Nespresso, so the decision to collaborate with them felt very natural
Dua Lipa
Such sentiments are echoed by the international star. "It feels like I've grown up with Nespresso," Lipa explains. "There has always been a Nespresso machine nearby – at home with my family, on set, or in hotel rooms - so the decision to collaborate with them felt very natural. I love how they consistently explore new flavours and ways to challenge themselves as a brand." The brand welcomed the ambassador via Instagram before the drop of her first campaign: an image of Lipa amidst the clouds in a transparent, weightless hammock, the coffee in her hands equally as frothy and light as her surroundings.
And this was just the start, as Nespresso launches Nespresso Vertuo World, a new global campaign across all platforms, marking the start of a new creative era for the brand. Led by Lipa – with a short appearance from Clooney – the campaign presents a modern expression of Nespresso’s commitment to discovery and elevated coffee experiences, with a wink to Nespresso’s heritage, and of course, Clooney's signature line, "What else?". "We've already had a lot of fun together," the singer notes. "And this is just the beginning."
Behind the scenes of the new Nespresso campaign. Photo: Madison Phipps
Photo: Madison Phipps
Photo: Madison Phipps
On 14 April in Stockholm, the global rollout took on a local dimension as the city’s highly sought-after Italian restaurant Francesco on Södermalm was transformed into a Nespresso pop-up café, inviting guests to step inside the Vertuo world first-hand. "It's more than a campaign, but a new way of experiencing coffee," explains Petra Dahlman, Nordic marketing director at Nespresso. "We want to inspire people to think differently about their coffee moments, more creatively, more socially, and more personally."
That ambition came through in a signature drink created especially for the occasion by the restaurant's namesake founder Francesco himself: a pistachio cream latte topped with whipped cream and pistachio crumb (I must admit, I had more than one), made using the new star of the show, Nespresso’s Vertuo Up machine – its most intelligent innovation so far. “With Vertuo Up, we have created a new kind of experience for those who appreciate both design and unforgettable coffee, where sophisticated form meets innovative technology, enabling endless coffee recipes,” Dahlman says. “Every detail is carefully designed to highlight the full character of the coffee and make each cup a personal experience."
Watch the new campaign below: