What else? Maybe Dua Lipa.

George Clooney has been doing it for almost two decades. With a look into the camera, a touch of silver slapping and two words - "What else?" - he turned Nespresso into something that is actually not so easy: a premium brand in a mass market. The capsule coffee became a symbol for urban maturity, for the little luxuries of everyday life. Clooney was less a testimonial than a myth.

But myths age. The core target group that made the brand great is now older. And the generation that now has purchasing power doesn't watch TV commercials. They scroll. Therefore: Dua Lipa. The 30-year-old pop singer is supposed to win over Gen Z - a generation for whom coffee has to be cold, mixed and TikTok-worthy. Instead of elegance in the morning, Lipa shows how to mix a lavender latte or espresso martini. Clooney is allowed to pop in briefly - as a friendly greeting to the regulars. But she takes the wheel.

In essence, it is a classic brand extension strategy - only this time it is not the product that is being extended, but the cultural significance. Nespresso was elegance. Now it should also be freshness. The risk is well known: If you try to appeal to everyone, you end up appealing to no one. But Nespresso is not under pressure, it wants to think ahead - the brand grew organically by 6 percent in 2025, almost twice as much as the Nestlé Group as a whole.

The real question is not whether Dua Lipa works. The question is whether a brand can carry two identities at the same time. The campaign from April 14 - the most expensive in the brand's 40-year history, according to Fast Company - will show whether this creates creative tension or dilutes the brand.

Nespresso puts all its eggs in one basket. Or rather: on one capsule.

Or what do you think?

Here is the link to the article: https://www.bilanz.ch/unternehmen/dua-lipa-macht-nespresso-ikone-clooney-konkurrenz/kv72p8n