THE CHALLENGE:

In Europe and Asia, De’Longhi espresso machines are revered for their exceptional build quality and espresso making capabilities, but in the U.S. they were viewed as inferior to louder, more expensive competitors, like Breville. We needed to make a big splash to change the machine’s perception and get people to believe that price tags weren’t all that mattered when it came to having great coffee at home.

THE SOLUTION:

Living Perfetto

We knew we couldn’t change the narrative doing side-by-side machine comparisons with competitors or convince consumers they were leaving “value” on the table. We decided we need to turn the entire at home coffee discussion toward the type of life our consumers wanted to lead. Partnering with the King of Cool himself, Brad Pitt, we focused our marketing efforts on helping people imagine a more laid back, Italian lifestyle right here at home.

We created a TVC/OOH/Digital/experiential campaign featuring Brad and the founder of De’Longhi chatting about what “got them up in the morning” inspiring people to live the life they wanted to lead.