The Weeknd Puts Nespresso on Ice (In a Good Way)

Written By Dan Ortiz

CREATIVE REVIEW #18

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CREATIVE REVIEW #18 〰️

THE BRIEF:

Nespresso turns down the heat and turns up the cultural currency with The Weeknd x Samra Origins—a limited-edition iced coffee launch aimed squarely at Gen Z. From heritage espresso to iced identity, this campaign marks a deliberate shift from Euro-chic to globally cool.

🔑 Why It Worked

  • Celebrity with context: The Weeknd doesn’t just show up—he co-creates and connects the product to personal heritage.

  • Iced-first strategy: Cold coffee isn’t seasonal anymore—it’s the new baseline, especially for Gen Z.

  • Brand stretch: Evolves without erasing. Clooney still exists, but now so does a chilled, culturally relevant counterpoint.

📲 Social Strategy

  • Design-forward drop: Pastel capsule packaging, ice molds, tumblers, and compact machines aimed at TikTok-primed aesthetics.

  • Fan integration: Tour sponsorships and exclusive experiences bridge digital + IRL connection.

  • Cannes café flex: A pistachio-green beach deck serving iced pistachio lattes—brand vibe, bottled.

☕ Product Hook

  • Samra Origins: Ethiopian-inspired blend co-developed by The Weeknd, designed to be enjoyed over ice.

  • Personalized feel: Signature iced latte recipe, compact Pop machines for apartment living—coffee meets lifestyle.

📊 Results

  • +5.7% global growth, double-digit U.S. sales jump

  • First-quarter revenue: 1.6B Swiss francs (~$1.9B USD)

  • Shifted perception from Euro-legacy to iced-lifestyle relevance

💡 Brand Takeaways

  • Gen Z wants products that flex both form and function

  • Personalization, design, and cultural alignment matter more than traditional luxury

  • Legacy doesn’t have to mean old—it can evolve without apologizing

Final Word:

Nespresso isn’t just brewing coffee anymore—it’s brewing culture. The Weeknd partnership signals that the brand knows where the next generation lives: in iced drinks, immersive moments, and lifestyle alignment.

Credits:

Brand: Nespresso

Campaign: Iced Coffee with The Weeknd / Samra Origins

Creative Partner: Nespresso USA

Talent: The Weeknd

VP of Marketing: Jessica Padula

Dan Ortiz
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