Nespresso Launches Vertuo World and a New Machine
Nespresso’s Vertuo World campaign, fronted by Dua Lipa, is more than a brand moment. It arrives alongside a new machine and a broader repositioning. The campaign moves through six visual worlds, each tied to a different coffee, culture, and time of day: a slow New York morning with Melozio, an afternoon espresso with Altissio in Italy, an iced Double Espresso Chiaro at the pool, and a French Lavender & Vanilla Decaf to close the day. Curiosity is the thread connecting them.
The hero product launching alongside the campaign is Vertuo Up, a new machine designed for the full range of Nespresso’s Vertuo coffee range, over 30 varieties. It heats up in three seconds, offers improved connectivity, and introduces a dedicated Coffee Creations button for milk-based, plant-based, and iced drinks. The machine also features a newly developed capsule lever, described as a nod to Nespresso’s characteristic brewing gesture. Centrifusion technology reads each capsule and adjusts the brew accordingly.
“In the Nordics, traditionally dominated by hot coffee, we’ve seen growing interest in cold, ice-based recipes, often paired with innovative flavours. We have an opportunity to take a leading position in Nordic coffee development,” says Petra Dahlman, Nordic Marketing Director, Nespresso.
Vertuo Up also marks the beginning of a new visual identity for the brand – a bespoke typeface, updated design codes and a direction that balances what Nespresso describes as modern elegance with playfulness. The rebrand is aimed at a younger, urban consumer driving the trend toward personalised and cold coffee drinks.
