Nespresso | Happy Hour
We moved Gen Z to raise their iced coffees at a morning rave for Nespresso
The challenge
Nespresso is one of the only capsule providers with a specific iced coffee blend, but Gen Z (the biggest iced coffee drinkers) weren’t reaching for it, opting instead for ready-to-drink or in-café coffee.
The idea
We launched consumer research showing that younger Australians were trading late nights for high-energy mornings. They wake up earlier, drink less alcohol, and prioritise their morning coffee.
So we responded with Happy Hour, a Nespresso morning rave, featuring DJ sets by homegrown artists Cosmo’s Midnight and Winston Surfshirt. The Melbourne and Sydney activations featured six key influencers, along with crowds of Aussies raising an iced coffee and sharing the vibe all over social media.
So we responded with Happy Hour, a Nespresso morning rave, featuring DJ sets by homegrown artists Cosmo’s Midnight and Winston Surfshirt. The Melbourne and Sydney activations featured six key influencers, along with crowds of Aussies raising an iced coffee and sharing the vibe all over social media.
The Results
Our Happy Hour events drew 574 attendees, featured 80 creator and talent posts, and led to 37 press hits. Off the back of our campaign, Nespresso saw a spike of 10,000 website visits and a 99% increase in iced coffee sales.
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