Breville Australia
The Naked Espresso
Breville’s BES900 Espresso Machine gives everyday consumers the ability to achieve café grade results at home.
How do we challenge customer perceptions of the brand and strategically position Breville and its dual boiler espresso machine in the highly competitive premium espresso market?
Objectives
Reposition Breville and its BES900 Espresso Machine as a leader in the premium espresso market by highlighting its ability to deliver café-quality coffee at home, appealing to espresso aficionados’ appreciation for detail and craftsmanship.
The insight
Espresso connoisseurs are all about the details and know that, like a piece of art, every cup of coffee is unique.
The idea
“The Naked Espresso”.
Showcase the technical ingenuity and artistic innovation of the BES900 Espresso Machine by combining science and art to make the perfect cup of coffee.
The Results
$300,000
worth of new sales leads
2.8 million
earned media impressions
Showcased
by Google at SxSW
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