Nespresso lightens up its marketing to win Gen Z’s cold coffee drinkers

(Image: Getty)

Mon, 02 Jun 2025

By Katie DeightonCoffee-machine maker Nespresso wants younger Americans to know that it gets them – and their obsession with ice.The Nestlé unit has spent more than a decade in the US evangelising hot espresso-based drinks with ad campaigns targeting older adults by evoking European sophistication and starring actor George Clooney. Cups in its ads were always steaming, bucking the burgeoning trend toward big, milky glasses of cold coffee.'Slowly turning the dial up'In contrast, Nespresso’s latest US marketing pus...

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