• Nespresso has launched a new iced coffee campaign targeting the under-30 age group, which is expected to cash in on the Gen Z summer lifestyle trend and growing coffee culture.
• With cold brew pods, TikTok activations, and seasonal content tailored to global audiences, the campaign is Nespresso’s most nature-forward push to the youth demographic in recent years.

Brewing for the Next Generation

It’s mid-June, and your social feed is full of clinking glasses, coffee cubes melting into oat milk, and playlists designed for summer sipping. If your phone has shown you a Nespresso ad in between, you’re not alone. The brand is leaning hard into iced coffee—and this time, it’s not just seasonal. It’s strategic.

2025 iced coffee campaign: a clear shift towards Gen Z. This demographic, sculpted by TikTok culture, values sustainability and cold-brew habits and is a lucrative market Nespresso wants to take for itself. Coffee trends are affected big-time by this Gen Z, for which TikTok has iced coffee content garnering billions of views.

The emphasis on the iced drink was not without thought. Rising steadily across the UK and European markets in terms of demand, the iced coffee trend begot the status of being more than a transient summer fad. The aesthetic, the casual nature, the portability—everything about iced coffee aligns with how Gen Z consumes their drinks and their content.

What’s in the Iced Pod?

Nespresso’s iced coffee offering isn’t just a new flavour. It’s an ecosystem. The launch includes:

• A dedicated cold brew pod range developed for iced preparation
• Reels and TikToks starring creators from the UK, Korea, and Brazil
• Pop-up bars in London, Amsterdam, and Tokyo with AR-enabled vending units

Each touchpoint feels deliberately styled to appeal to Gen Z’s digital-first, aesthetic-conscious tastes. New pod blends come with lower acidity and fruity undertones, designed for cold extraction methods that suit iced lattes and cold brew mixes.

The packaging has been redesigned with muted pastels and minimalist gradients. QR codes printed on boxes unlock curated Spotify playlists, brewing tutorials, and maps to branded experiences in key cities. The product feels more like a lifestyle toolkit than just a caffeinated fix.

The Gen Z Connection

This isn’t just about caffeine. It’s about culture. For Gen Z, coffee is less a morning ritual and more a social symbol. Nespresso’s iced campaign leans into this with:

• Packaging that mirrors digital aesthetics and moodboard culture
• Reposts of user-generated content across social channels
• Limited collabs with fashion-forward influencers in key markets

While verifiable data is limited, online engagement tells part of the story. Nespresso’s summer TikToks have seen high viewership and comment activity, with videos tied to creators gaining widespread traction. Amazon and UK e-commerce platforms have also seen increased searches for iced coffee-related products under the Nespresso name.

A Taste of Summer, Everywhere

For a global brand, localising cool is no small feat. But Nespresso’s regional pivots are showing up in creative, context-specific ways. In London, brand pop-ups have been spotted near film festivals and outdoor markets. In Brazil, street art-inspired campaign visuals have tied iced coffee to youth movements and public art initiatives. In Japan, vending units near cultural districts showcase cold brew pairings with local desserts.

Each locale brings a flavour of its own to the campaign, with the unifying thread being a chilled, curated summer moment. The global messaging stays intact: iced is in, and Nespresso wants to be your go-to pod.

Beyond the Buzz

Nespresso’s traditional base has been older, brand-loyal coffee aficionados. This new push invites a much younger consumer base without explicitly abandoning the existing one. The goal appears to be subtle repositioning—expanding the brand’s universe rather than reinventing it.

Cold coffee’s commercial momentum is difficult to ignore. In the UK, iced beverages have grown their retail footprint considerably, becoming prominent even in traditionally hot-drink-focused cafes. Gen Z’s coffee habits tend to favour personalisation, visual appeal, and a blend of online and offline interaction.

What remains to be seen is whether the campaign evolves beyond a seasonal pitch. Loyalty in this generation comes from relevance, responsiveness, and community, not just brand heritage. Nespresso’s chilled rebrand checks many of these boxes, but sustained interest will depend on what’s next. Will they return next summer with fresh pods and new playlists, or will this be a one-off espresso shot?

If you’ve found yourself pausing on an iced coffee video, screenshotting a pastel pod box, or scanning a vending machine QR code—Nespresso’s bet on Gen Z may already be working.