The challenge for De'Longhi, who had built its position as the UK's number one at-home coffee machine brand, was that competitors were closing in fast with new entrants creating machines that looked very similar. Campaign assets were at odds with each other and the brand lacked distinction in this changing category, and the category needed its conventions challenged. Enter VCCP.
Our approach wasn't to simply out-spec the competition. Instead, we went looking for the exact point in the customer journey where decisions actually get made, and built campaigns to own it. Using proprietary tools to analyse sales data alongside the expertise of our Retail & Experience team, we developed a mid-to-lower funnel campaign designed to feel genuinely different from anything else in the category: rooted in Italian heritage, stylish design and coffee expertise, and built on the refreshed "It's not just perfect. It's Perfetto" platform, fronted by Brad Pitt.
