Key Takeaways:
- NESCAFÉ taps into a TikTok trend with 91 M+ posts, merging iced espresso and lemonade for viral appeal.
The kit includes Espresso Concentrate, Swoon lemonade, and a recipe card, with limited drops on June 13, 20, and 27.
- The launch targets Gen Z’s demand for convenience, creativity, and customization in beverages
The season’s most unexpected drink is now just a stir away.
As temperatures climb, NESCAFÉ is stepping into summer with a limited-edition Espresso Lemonade Kit.
This consumer-ready take on a viral drink responds to the growing popularity of mixing espresso and lemonade.
The trend has already drawn more than 91 million views on TikTok.
NESCAFÉ makes the trend accessible with a kit designed for younger coffee fans.
The kit features a 300mL bottle of NESCAFÉ Espresso Concentrate Black, two 12-ounce cans of Swoon Classic Lemonade, a recipe guide, and an additional 300mL bottle of NESCAFÉ Sweet Vanilla flavor.
A simple pour of two tablespoons of espresso concentrate over a can of lemonade with ice creates a tart, refreshing drink with a noticeable caffeine kick.
NESCAFÉ also encourages lighter mixes for those preferring a smoother experience.
The setup is simple, but it reflects a larger shift in how NESCAFÉ is thinking about convenience, personalization, and consumer engagement.
Felipe Acosta, NESCAFÉ’s Senior Brand Marketing Manager, told DesignRush the new kit reflects the brand’s push to stay relevant and creative with Gen Z:
“Our new, limited-time Espresso Lemonade kit, created in collaboration with Swoon, is the perfect example of this approach – delivering consumers the ingredients for a bold, refreshing combo that makes the summer season even sweeter.
We’re eager to continue pushing boundaries, offering espresso lovers more ways to hack their iced espresso drinks both this summer and in the future.”
The Espresso Lemonade launch aligns with increasing demand in the ready-to-drink coffee market.
Crafted Convenience, Consumer-First
According to Grand View Research, this segment is projected to exceed $103 billion in global sales by 2030, driven largely by consumer interest in easy, on-the-go coffee options.
NESCAFÉ’s Espresso Concentrate is positioned to support this trend by offering a base that users can mix into different beverages at home.
This release focuses not just on the product, but also on how people use it.
The recipe and packaging make it easy to prepare a café-style drink with minimal effort.
It also helps NESCAFÉ shift from being seen as just a finished drink brand to one that provides the ingredients for a more customizable experience.
Other beverage brands have tested flavor pairings, often as in-store exclusives or short-term campaigns.
The campaign also encourages user participation through the #nescafecoldhacks hashtag, turning consumers into content creators.
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Scheduled for online drops on June 13, 20, and 27, the kits will be available in limited quantities.
Just 100 units in total will be distributed during the campaign.
Our Take: Will Kits Redefine Engagement?
NESCAFÉ’s decision to handle this as a direct-to-consumer product, packaged and ready to use, reflects a more agile approach.
It connects social trends with real-world applications in a way that is accessible and replicable.
For brand leaders and marketers, NESCAFÉ’s move highlights the value of simplifying viral concepts into at-home formats.
This kind of innovation can generate new consumer habits while reinforcing brand relevance in a competitive space.
See how NESCAFÉ extended its digital storytelling strategy by teaming up with Zach King for a visually striking Espresso Concentrate campaign.
