In today’s world, coffee is more than just a drink. It's a culture, an economy, an art, a science. However, in the niche market of fully automatic coffee machines, there was little widespread knowledge amongst consumers for brand De’Longhi. How do you drive consideration and establish a specialist brand as the “global authority in coffee”?
Improving brand favorability
De’Longhi saw a marked improvement in brand favorability, purchase intention and consumer interest in the trade-up
Beyond this, De’Longhi also saw strong campaign recall across all markets
The Coffee Lab
Through consumer analysis, M&C Saatchi Milan and Berlin discovered that consumers viewed the perfect cappuccino as defined by the following characteristics: creamy foam, not dense or watery, long lasting and an easy to clean machine. We turned these characteristics into points of strength for De’Longhi, in an interesting, unusual way, creating a satirical top-secret ‘Coffee Lab’, where the world’s best coffee scientists tested all the aforementioned elements of what makes the perfect cappuccino.
The global blend
Our Berlin and Milan offices worked closely together to create a global campaign that had local nuance, which ran across Germany, Poland, Austria, Switzerland, Russia, Romania and the UK.
A perfect brew
Utilising our wide variety of specialisms to create an integrated campaign that ran across TV, print, digital, social and POS, De’Longhi saw a marked improvement in brand favorability, purchase intention and consumer interest in the trade-up. Beyond this, De’Longhi also saw strong campaign recall across all markets.