Dedica

Background

De’Longhi is a global coffee authority. Born from Italian passion and craftsmanship, its collection of fully automatic and pump espresso coffee machines brings the world of coffee to our homes. Discover the bean-to-cup journey with De’Longhi.

The Brief

Dedica

Background

De’Longhi is a global coffee authority. Born from Italian passion and craftsmanship, its collection of fully automatic and pump espresso coffee machines brings the world of coffee to our homes. Discover the bean-to-cup journey with De’Longhi.

The Brief

Dedica

Background

De’Longhi is a global coffee authority. Born from Italian passion and craftsmanship, its collection of fully automatic and pump espresso coffee machines brings the world of coffee to our homes. Discover the bean-to-cup journey with De’Longhi.

The Brief

The Solution

Profiling of Target Audience

The Dedica line is a semi-automated pump espresso coffee machine. Its compact size and variety of bold and muted colours speak to a younger audience – first-time coffee machine buyers and/or first-time home buyers. Aesthetics and practicality greatly influence their purchase decision.

The Solution

Concept

Each colour was profiled individually. To spark a connection, we appealed to the consumers’ lifestyles – their love for coffee, their beautiful homes, and their go-to activities. Beyond a coffee machine, Dedica has become a representation of the owner’s exquisite taste.

The individual key visuals have a second purpose. They served as mood boards for Dedica’s social media campaign, ensuring that the visual identities follow through in the influencers’ postings.

The Solution

Digital Engagement

To engage its target audience, the De’Longhi team launched a #DedicatedtoMe Instagram filter. This allowed everyday consumers to visualise how the Dedica would fit perfectly in their homes.

Scope of Work

Creative Direction

Key Visuals and Campaign Messaging

Product Landing Page

Web Banners

Point-of-Sale Advertising

Social Media Artwork

Campaign Asset Frameworks

Campaign Ideation: #DedicatedtoMe Instagram filter