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Nespresso and George Clooney will always be friends, but it's mainly Dua Lipa's brand now. Swiss coffee marketer has gone live with new campaign and brand look dubbed "Vertuo World" that goes all out to convince Gen Z that it can provide the iced recipes, bright colors and other features that define the coffee experience for younger consumers. Apparently having aged out of role, 64-yr-old Clooney gets merely a supporting role in new effort after serving as face of brand for 2 decades. Post on Lipa's Instagram account follows 30-yr-old singer thru various lush locales to offer extended tour of Nespresso-based concoctions from classic hot entries like Melozio with rich crema on top to expresso martini to frosty entries like Iced Double Espresso. "What else?" she says each time. "That's my line," forlorn-looking Clooney says at end. Celebrating its 40th anniversary this year, Nestle-owned brand has been making strenuous effort to up its relevance, including with opening of lavish NY flagship store replete with cocktail lounge (BBI, Dec 29), where some of Lipa video may have been shot. Planet Oat Pits Hots vs Hot-Nots to Flag Versatility There are the haves and have-nots. Then there are the hots and the hot-nots. That's who HP Hood's Planet Oat oatmilk brand is focused on with launch of The Great Coffee Debate pitting comedians Adam Devine (who likes his coffee hot) vs Rebel Wilson (an iced queen) to herald versatility of top-selling grocery brand. "I&#39;m Team Hot. There&#39;s just nothing better than that first steaming hot sip in the morning that basically slaps you awake and says, 'Hey man, get your life together,'" avers Devine, flagging Planet Oat's Barista Lovers entry. Retorts Wilson: "I&#39;m Team Iced through and through. There&#39;s a crisp, beautiful energy in a refreshing iced coffee that&#39;s simply aca-awesome." So she goes with Unsweetened Extra Creamy Oatmilk entry. The pair are often cast as husband & wife, tho they're actually just longtime friends and comedic colleagues. The campaign includes road show, starting with popup in NY's Astor Place hub this Thurs, where the first 50 Team Hot and 50 Team Iced attendees will score merch, as well as natl sweepstakes offering winners the "ultimate at-home coffee setup," attuned to their hot or iced preference.Biolyte Campaign Sends 'Thirst Responders' to Hydration Trouble Spots Hydration brand Biolyte has taken an avowedly everyman stance with its first national campaign, showing how its doctor-devised hydration can power you thru a soccer game or a day of landscaping chores in the hot sun. Locally based Fitzco agency has devised effort dubbed "Lyte It Up" for Atlanta-based brand that intros a corps of "thirst responders" as "everyday heroes who show up wherever dehydration strikes." The executions are short and to the point, pooled out in 6-second and 15-second versions. One spot opens on male and female thirst responders seated in ambulance who receive an APB: "Calling all units. Thirsty soccer team." She looks intently at him, saying, "That's the one you play with your feet." "Lyte it up," he orders. Then they spring into action, heading to girls practice field. "Go long!" he yells. "Wrong football," she corrects him. Another sends them to "code green on Main." "Landscapers," she surmises. "Hot between the hedges," he confirms. Production was by Chomp Pictures, whose founder Tom Rittenhouse directed. Media buy includes paid social, digital and retail channels.

MARKETING ROUNDUP: Dua Lipa Eclipses Clooney as New Face of Nespresso; Planet Oat Pits Hots vs Colds; Biolyte Takes Everyman Approach in First National Effort

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