Objective
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.
Insight
Our consumer research showed young Australians trading late nights for high-energy mornings: earlier alarms, less alcohol, and coffee as the main event.
Idea
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.
How it earned attention.
Increase in iced coffee sales
+99%
Attendees, queues around the block
574
Creator and talent posts
80
Press hits
37
In the press
What they said.
Mumbrella
