Dive Brief:
- Nespresso continues its partnership with Grammy-award winning musician The Weeknd with a multichannel campaign celebrating his mother and his Ethiopian roots, according to information shared with Marketing Dive.
- The Samra Origins Vinyl Café, named after the musician’s mother, is a coffee experience pop-up located in New York’s SoHo neighborhood. To extend the effort beyond the pop-up, the Nestlé brand partnered with Amazon Ads Brand Innovation Lab to create the Nespresso Samra Origins Coffee-Pressed Vinyl.
- Limited to 200 copies, fans can win the coffee grounds-infused vinyl by purchasing Samra products before Oct. 15, or by visiting the pop-up boutique. Amazon Ads will further support the campaign through a dedicated landing page, “Thursday Night Football” interactive ads, Prime Video spots and other immersive activations.
Dive Insight:
Nespresso is blending culture, music and coffee through its latest campaign with The Weeknd. The Amazon Ads Brand Innovation Lab plays an important role in amplifying the effort beyond the pop-up activation through a landing page, curated playlist and integrations into popular programming, including “Thursday Night Football,” which the platform acquired exclusive streaming rights to in 2021.
As part of the collaboration, the artist put together an exclusive Amazon Music playlist to highlight Sudanese and Ethiopian music. Amazon will also serve as the exclusive retailer of Samra machines and read-to-drink coffee outside of Nespresso’s own website. The playlist and a behind-the-scenes film on the vinyl’s creation, “Pressed With Purpose,” can be found on a dedicated landing page. Outside of the “Thursday Night Football” and Prime Video advertisements, Amazon Ads created custom audio ads to promote the playlist and giveaway.
“This coffee-pressed vinyl is a true fusion of artistry and innovation,” said Kate McCagg, head of Amazon Ads Brand Innovation Lab, in press materials. “What makes it special is how it honors The Weeknd's heritage while connecting customers to that story in meaningful ways.”
The vinyl record includes an instrumental version of “Give Me Mercy,” a song from The Weeknd’s sixth studio album “Hurry Up Tomorrow.” The album topped the Billboard 200 albums chart after earning 490,500 equivalent album units in the U.S. during the week following its January release.
Nespresso saw solid growth in the first half of the fiscal year, according to Nestlé. The growth was largely driven by broad-based pricing. The brand also saw positive margin development by increasing prices prior to commodity increases. Executives remarked that demand for Nespresso remains strong.
