Nespresso Australia has launched a new campaign building on Introducing Nespresso Presents: Happy Hour, created by earned creative agency Poem.
The campaign takes inspiration from the recent trend being seen overseas and with many young Australians trading late nights for high-energy mornings. The Happy Hour will bring free sunrise DJ sets featuring homegrown artists Cosmo’s Midnight and Winston Surfshirt to Sydney and Melbourne this month.
The campaign is underpinned by McCrindle research commissioned by Nespresso, which revealed Gen Z (76%) and Millennials (75.9%) plan to wake up earlier in 2025 to reclaim “me time” (compared to Gen X (48%) and Baby Boomers (31%)), and with coffee top of the list for how they want to spend it.
Research also suggested Gen Z may be cooler when it comes to coffee, as iced servings skew younger: 41 percent of Gen Z now prefer iced coffee to hot – a significant shift from Millennial (21%), Gen X (9%) and Baby Boomer (6%) preferences, showing Aussie coffee tastes are changing.
Gen Z is also the generation most likely to make their coffee at home to save money (85.6%), but still prioritise quality with 57.5 percent of Gen Z coffee drinkers identifying as coffee snobs.
Monique Dean, Nespresso Coffee ambassador, said Gen Z is ahead of a raft of new trends, from their love of iced coffee and approach to cost savings, to their early morning wake-up goals – and Nespresso is here to help.
“Nespresso Presents: Happy Hour provides the perfect backdrop for this new generation of coffee lovers to reclaim their morning “me-time” with intimate sunrise sets and quality iced coffee at its centre,” said Dean. “We’re excited to showcase some of our new and most popular coffee blends specially designed to taste their best over ice – all of which can be the perfect choice for Aussies seeking simple and affordable iced coffees to enjoy at home and on the go.”
The integrated multichannel earned campaign was led by Poem driving strategy, creative, influencer, content and publicity,
“Nespresso tasked us with reaching a younger demographic and showcasing their premium coffee experience,” Poem general manager, Rhania Farah, said.
“Recognising that younger coffee drinkers approach life and interact with brands differently, we developed a strategy that leveraged cultural trends to earn attention across paid, owned and earned channels. The success of Nespresso’s previous campaign with TikTok creator Brooke Saward proves the effectiveness of this approach.
“This new campaign builds on that momentum, demonstrating how brands can authentically and strategically engage with cultural moments to achieve real results.”
Nespresso will hold its Happy Hour DJ sets:
• Sydney – North Bondi Fish, February 21, 7AM
• Melbourne – Soundmerch, February 28, 7AM