De’Longhi has teamed up with Hollywood star Brad Pitt as its new brand ambassador to launch the first international marketing campaign in the company’s history this September. The multi-channel campaign will feature across TV, social media channels, outdoor and in specialist shops.
“De’Longhi has seen extraordinary growth in recent years – coffee machines in particular have played a central role”, said Massimo Garavaglia, CEO of the De’Longhi Group. “We see in Brad Pitt the perfect brand ambassador to represent De’Longhi worldwide – he embodies the quintessence of our brand: courageous and international, but at the same time sophisticated and elegant.”
The campaign is particularly pertinent for De’Longhi in Germany, as it is the only manufacturer that offers fully automatic coffee machines from the entry-level to the premium class.
“The demand in the premium segment is increasing more and more, which is why we have been positioning ourselves more strongly in this price range for a number of years,” adds Susanne Harring, Managing Director De’Longhi Deutschland GmbH, who also sees the strongest connection between the brand and ambassador Brad Pitt: He is the premium ambassador of a premium brand.
With the campaign De’Longhi hopes to strengthen its position as the leading coffee brand in Germany and worldwide.
5-year guarantee and eye-catching package for the point of sale
The marketing campaign is also taking place across the specialist trade and boosted with a strong “value-added” campaign. For many promotional models, including the star of the campaign, the PrimaDonna Soul, buyers who purchase before December 31, 2021, will receive a free five-year warranty. The main campaign and value-added campaign are prominently advertised at the PoS using displays, stickers and posters.
De’Longhi Perfetto campaign 2021 – “Perfetto” – from the bean to the result in the cup
To create the perfect cup of coffee – from the bean to the cup, De’Longhi works with coffee experts along the entire value chain, the company says. To get the very most out of the beans – their full flavour and depth, the PrimaDonna Soul fully automatic coffee machine and the La Specialista Maestro portafilter machine both come with Bean Adapt Technology. This is because just as an actor can usually only be as good as his director allows, so the best bean can only be as good as the machine with which it is prepared, De’Longhi says.
Coffee with a barista feeling: The La Specialista family
The La Specialista Maestro was added to the family of portafilter machines in June. Developed to combine the science of extraction and the art of coffee preparation in balance for maximum enjoyment, it is the first portafilter machine with the innovative Bean Adapt Technology. Its Bean Adapt Technology ensures that the brewing parameters are optimally matched to the coffee beans used and thus forms the basis for perfect coffee enjoyment.
With La Specialista Maestro, users determine the ideal grind, the ideal dosage and ideal temperature in order to elicit every nuance of its aroma from the coffee beans, the company says. The La Specialista Maestro offers two milk systems for milk foam fans: the LatteCrema system for creamy milk foam at the push of a button and a professional steam wand for fans of creative latte art. For those who need less, the sister model – the La Specialista Prestigio – is well equipped.
Premium coffee enjoyment with the PrimaDonna Soul – The PrimaDonna Soul combines elegant, Italian design and technological innovation
“Offering perfect coffee enjoyment for every taste”, the company claims the PrimaDonna Soul will set the standard for fully automatic coffee machines in the premium segment, because it is the first of its kind with Bean Adapt Technology, which is operated via smartphone. Using Coffee Link, users can determine the optimal settings for the beans used, whereupon the PrimaDonna Soul electronically adjusts the most important parameters for preparation in order to elicit the full flavour of the bean.
In addition, the PrimaDonna Soul has a large LCD touch display for convenient operation. Profile functions for up to five coffee connoisseurs are also integrated.
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