Name: Nespresso CMO on Building Celebrity Partnerships
Uploaded: 2026-06-23T11:05:00Z
Duration: 3 min 34 s
Description: Nespresso chief marketing officer Leonardo Aizpuru discusses the brand's evolving celebrity partnerships and why Dua Lipa was chosen to complement George Clooney to attract the next generation of coffee drinkers. The executive also explains the company's direct-to-consumer retail strategy and how it is reinventing retail experiences for consumers.

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Nespresso chief marketing officer Leonardo Aizpuru discusses the brand's evolving celebrity partnerships and why Dua Lipa was chosen to complement George Clooney to attract the next generation of coffee drinkers. The executive also explains the company's direct-to-consumer retail strategy and how it is reinventing retail experiences for consumers. Photo: WSJ Leadership Institute

https://m.wsj.net/video/20260623/26e6bfb7-bc8f-411c-8d29-74130498099a/1/hls/manifest-hd-wifi.m3u8

Nespresso chief marketing officer Leonardo Aizpuru discusses the brand's evolving celebrity partnerships and why Dua Lipa was chosen to complement George Clooney to attract the next generation of coffee drinkers. The executive also explains the company's direct-to-consumer retail strategy and how it is reinventing retail experiences for consumers.

Nespresso CMO on Building Celebrity Partnerships

Joining us today is Leonardo Aizpuru, the CMO of Nespresso. Now, that's a coffee brand we all know.

Thank you.

You've been doing lots of celebrity partnerships with George Clooney, Dua Lipa. What is the strategy behind that?

George Clooney has been with us for the last 20 years, so he's an iconic part of how we build the equity of the brand. He actually coined the original, "What else?" that became so, so much embedded in our DNA. And as we were looking forward to how we build the brand for the next generation, we knew that we needed to figure out a way to evolve that partnership. So we looked for someone who could complement him in a way and to become its own star. And Dua was the perfect person for it. She's cultured, she is graceful, stylish, and she loves Nespresso so that partnership.

And does that combine with her book club kind thing?

Yeah, Service95. That's this whole idea of just hunger for culture, hunger for exploration, for wanting to learn more is what we want the brand to stand for.

And you also have retail stores, right?

We do.

So what's the strategy behind that?

Well, we have over 800 boutiques in more than 500 cities around the world. So it's a core part of our direct-to-consumer model. And that's something that stood Nespresso apart from every other coffee player. You know, when we first launched our first store in 2000, people would think, "That's crazy. You're not even selling coffee on the go." But it's proven to be a vehicle for deeper connection with consumers, for people to understand the story behind our coffees, how we partner with 160,000 farmers directly. We get to tell these stories to more than 200 million consumers that walk in our doors every year. So it's quite impressive.

Are you beginning to think about activating in store, kind of the way Oprah's doing Starbucks? Like you could do Dua Lipa in Nespresso stores?

I think, we're always looking for different ways to bring the stores to life. And now we've created these new flagships. We have one in New York, one in Munich, Milano where we are reinventing the way that we do this retail experiences. And so we've now started to set up bars. We do morning raves. So it's about figuring out what this next generation wants and how do we give it to them.

And my last question for you is how do you stay on top of what's going on with this new generation? 'Cause it does seem to be moving pretty quickly.

It moves at the speed of culture.

What do they care about, particularly when it comes to retail and coffee?

Well, what they are all about is quality, right? They really value this unapologetic, exceptional quality coffee. They are a generation that grew up with Starbucks, with Nespresso, so they know what good coffee's all about. So that's just the baseline. But then it's about their values, right? Sustainability is very important for them. The way that you can explore and experiment with coffee is also super important to them. Ice coffee is one thing that I'm sure everybody talks about in the world.

Particularly here in this heat.

Particularly in this 30-degree weather, 30-degree Celsius weather. So it's that fostering that that is super important. And in retail they are looking for places to explore, to have fun. It's no longer a transactional, it's really truly about engagement and discovery. And so that's what--

And in real life.

And in real life, yeah. It's about replicating that.

I'm gonna break news and say, even though I don't think this is in the plans, that you're gonna do morning raves, Nespresso bars here at Cannes next year.

We should definitely do that. You'll be the first one invited.

I'm definitely ready for a morning rave. Great. Love it.