De’Longhi
Keeping it in the family.
Coffee connoisseurs come in all shapes and sizes, and the new La Specialista family caters to them all.
With the successful global launch of the La Specialista Maestro, it was only a matter of time before De'Longhi launched two new Manual Pump Coffee machines to form part of the La Specialista family. Catering to those aspiring home barista's everywhere, La Specialista family offers a classic Italian coffee experience supported by De'Longhi's unique coffee innovation.
To own the 'Home Barista' movement, we were tasked with building on the previous messaging for La Specialista Maestro. Each machine promised a hands-on experience with subtle but important variations. La Specialista Prestigio was designed to help coffee lovers hone their skills, while La Specialista Arte provided a sophisticated entry-level coffee experience.
We further segmented our core audience of ‘Barista Wannabes’ to identify the best way to position each machine towards them.
For La Specialista Prestigio, we targeted creative individuals who prefer to be hands-on. We developed the main positioning line, “The confidence to craft your taste”, as a way of giving our audience the confidence, courage and permission to develop their own style and craft their taste. We then told the story of a rising photographer who is attempting to master his skills in photography, while in parallel, learning the craft of creating a coffee to his tastes. La Specialista Prestigio even inspired his most recent project – macro still shots of latte art.
For La Specialista Arte, we targeted individuals with an active and unrestricted lifestyle who want to create a great coffee by hand but don’t want to be weighed down by anything complicated. We developed the main positioning line, “Coffee styled to any occasion”, to show how the La Specialista Arte could fit into any kitchen set-up, any social setting and even had the looks to match. Here we showed our female lead using the La Specialista Arte for different occasions and at various times of the day. From her morning espresso, to a post-workout afternoon long black or a latte at night while entertaining guests, the La Specialista Arte caters to any coffee occasion.
While we used each machine’s positioning line during the awareness phase and in above-the-line advertising, our messaging changed as our audiences progressed through the purchasing funnel and became more familiar with the individual qualities of each machine. We spoke to each machine’s more functional benefits in retargeted digital ads to help increase their consideration and then outlined the technical aspect of each machine in-store and around the point of purchase to convert sales.
