Nespresso is establishing a deeper connection to music and creative culture in a partnership with global pop star the Weeknd.
The Nespresso x Samra Origins by The Weeknd Collection is inspired by Toronto native Abel Tesfaye’s life offstage and named after the musician’s mother.
The singer discusses “coffee that hits the right notes” and his family background in hero creative developed by Nespresso’s agency partner, McCann.
The singer is currently at the forefront of pop culture with the release of the film Hurry Up Tomorrow and its accompanying album.
“We’re really excited to partner with [Abel Tesfaye], a globally celebrated Canadian artist whose distinctive voice and artistic vision resonate with millions,” says Nespresso Canada’s VP of marketing, Fred Pasquier. “This partnership is all about bringing a unique experience to Canadians and enriching their coffee journey in an extraordinary way.”
In a nod to Tesfaye’s Ethiopian descent, the collection features a blend of African Arabica beans sourced from Eastern and Central Africa.
Nespresso says the collection is designed to resonate with Nespresso Club Members and Weeknd fans while drawing in a new demographic that is “eager to dive into unforgettable coffee experiences.” The brand has been expanding on its definition of coffee culture through projects such as the Nespresso Yorkdale boutique store, which emphasizes art, sustainability and beauty .
Pasquier says Samra Origins is just the beginning of Nespresso’s partnership with Tesfaye and that multiple product drops tied to the collection will be rolling out through 2025. The current launch includes the Samra Origins Togetherness blend and a specially designed tumbler and travel mug.
The comprehensive 360 campaign includes “extensive” out-of-home and digital advertising, earned traditional media and influencer engagement and in-store and concert experiences. Wavemaker is working on the media buy and Citizen Relations is handling traditional media, influencer marketing and experiential elements.
Nespresso is also the headline sponsor of The Weeknd’s After Hours Til Dawn stadium tour.
In April, parent company Nestlé reported that Nespresso had delivered double-digit quarterly growth and established “further market share gains” in North America.