Nespresso is one of the only capsule providers with a dedicated iced coffee blend, but Gen Z, the biggest iced coffee drinkers, weren’t reaching for it, opting for ready-to-drink or in-café coffee instead.
Our consumer research showed young Australians trading late nights for high-energy mornings: earlier alarms, less alcohol, and coffee as the main event.
Happy Hour: Australia’s first morning rave, popping up in Sydney and Melbourne with DJ sets from Cosmo’s Midnight and Winston Surfshirt, six key influencers, and crowds of Aussies raising an iced coffee and sharing the vibe all over social media.
Event
Free 7am DJ sets from Cosmo’s Midnight and Winston Surfshirt, at North Bondi Fish in Sydney and Soundmerch in Collingwood.
Experiential
Both venues branded wall to wall and set up to be filmed, with 800 iced coffees poured across the two mornings.
Paid media
Meta, TikTok and out-of-home ads aimed at people living near each venue, plus street posters around Soundmerch.
Creators
Six paid Gen Z creators, 90 more who came along for free, and invites to local swim, pilates, gym and run clubs.
Social
A comment-to-register mechanic on Cosmo’s Midnight’s post that sent fans straight to Nespresso’s sign-up page.
Publicity
New research on how young Australians start their mornings, taken to the press.
Trade
Poolside and in-room iced coffee for guests at Elements of Byron. The resort extended it, and 5,000 extra Ice Leggero capsules sold through trade.
The consideration it earned.
Increase in iced coffee sales
+99%
Opportunities to see across press and social
31.1M+
Creator and talent posts
80
Press hits
37
