Nespresso is putting Dua Lipa at the center of a new global campaign, unveiling a fresh creative direction on April 14 that also revamps the coffee brand’s visual identity. George Clooney is still in the advertising, but this time he plays a supporting role to the 30-year-old singer as Nespresso pushes into its next chapter.
The campaign, called Vertuo World, marks a clear shift for the 40-year-old brand, which has worked with Clooney since 2006 and announced Lipa as its new face last month. In the new commercial, she delivers the line that has long defined Nespresso: “What else?”
Nespresso chief marketing officer Leonardo Aizpuru said the move reflects a changing market, especially among younger drinkers. He said Gen Z has “very different drinking habits and brand engagement activities,” and that the company knew it had to change the way it had built the brand’s foundations. Nearly half of Gen Z drink their coffee cold, iced or frozen, compared with 32% of Americans overall, according to The National Coffee Association’s 2025 U.S. survey.
That shift has altered not just what people drink, but how they discover it. Aizpuru said younger generations get into coffee through TikTok and social media, and Nespresso wants drinks that “look aesthetic and appetizing — Instagrammable, if you will.”
The strategy behind the next phase was shaped with Publicis Groupe’s Leo Constellation, which replaced Omnicom’s McCann as Nespresso’s global agency partner last year. Marco Venturelli said Lipa was chosen because she “represents these things we like about the new generation: creativity, having fun, being very cultured and interested in the world, but in a lighthearted way.”
Aizpuru said Lipa checked every box for the brand because she is a “huge talent” who comes across as authentic even as she evolves, and he added that both she and Clooney bring “a baseline of undeniable charm and elegance.” Venturelli said there was no rivalry between them on set. “There was no competition. It was an alchemy,” he said.
The question for Nespresso is no longer whether Clooney can still sell coffee; it is whether a brand built on his image can widen its reach without losing the polish that made it work for two decades. By moving him to the side and letting Dua Lipa carry the slogan, Nespresso has answered that question plainly: it is betting the future of the campaign belongs to both generations at once.
