Nespresso has a new brand ambassador. As announced in March, the singer Dua Lipa, whom he considers one of the most influential cultural icons of her generation, will be his new image, thus opening a new chapter in his communication. The artist “takes over” from actor George Clooney, from whom she “steals” the already emblematic phrase “What else?” in the company’s new global campaign.

Together with its new ambassador, Nespresso adopts a new approach to coffee, driven by curiosity, linked to emerging trends in recipe creation, and aligned to coffee lovers and their moods. The brand opens a new path of communication focused on exploration and the idea that each cup of coffee becomes an open invitation to discover what is possible, seeking to connect with new generations.

All this is reflected in the new advertisement, designed by the Leo Constellation agency (Publicis Groupe) with production by WPP Production. The piece shows Dua Lipa going to a brand store in search of inspiration, and she is surprised by the wide range of possibilities offered by both Nespresso coffees and her new Vertuo Up machine.

The spot humorously addresses the relay between Clooney and the singer, which takes over the claim that the actor has uttered in the brand’s campaigns in recent years and reimagines it as an opportunity to never settle. Dua Lipa embarks on a journey of flavors and sensations with Nespresso coffee: from a comforting cup of Melozio in the morning in New York to an afternoon with an Altissio espresso in Italy.

The advertisement conveys that Nespresso coffees adapt naturally to each mood and situation, positioning them as the gateway to comforting, adventurous or family moments. It also highlights the virtues of Vertuo Up, which the brand defines as one of its most versatile machines to date and with the ability to bring a whole world of coffee possibilities to the comfort of home.

In a statement, the brand assures that Dua Lipa is the ideal ambassador for Nespresso, since she is a leading figure in pop music, creativity, style, and intrepid spirit. He assures that beyond music, Dua has created spaces dedicated to storytelling and cultural discovery, inviting the public to moments of reflection and connection.

“She’s a true explorer, always curious, always trying new things, and that energy fits perfectly with the direction we’re taking as a brand.“, commented Leonardo Aizpuru, Marketing Director of Nespresso, a few weeks ago. “Our purpose is to drive limitless exploration through exceptional coffee, and Dua captures that mindset in a modern and natural way.”.

The campaign also presents a new aesthetic, which the brand defines as more expressive and designed for those who conceive coffee as an extension of who they are, but faithful to Nespresso’s legacy around quality and dedication to coffee culture. It is a more spontaneous and fresh image, but one that maintains the commitment to sophistication.