{"id":22933,"date":"2021-09-12T10:13:38","date_gmt":"2021-09-12T10:13:38","guid":{"rendered":"https:\/\/bartalks.net\/?p=22933"},"modified":"2021-09-12T17:56:10","modified_gmt":"2021-09-12T17:56:10","slug":"delonghis-new-brad-ambassador-seeks-to-replicate-clooney-success","status":"publish","type":"post","link":"https:\/\/bartalks.net\/delonghis-new-brad-ambassador-seeks-to-replicate-clooney-success\/","title":{"rendered":"DE&#8217;LONGHI&#8217;S NEW &#8216;BRAD AMBASSADOR&#8217; SEEKS TO REPLICATE CLOONEY SUCCESS"},"content":{"rendered":"\n<p>Coffee machine maker De\u2019Longhi might have taken a leaf out of Nespresso\u2019s book when they announced early this week that the Hollywood actor Brad Pitt will become a brand ambassador for the company.<\/p>\n\n\n\n<p>Many will remember the highly successful campaign Nespresso ran with George Clooney, which enabled their capsules &#8211; originally intended for commercial use &#8211; to become an aspirational household brand choice.<\/p>\n\n\n\n<p>Now, De\u2019Longhi through their recent campaign, \u2018Something Perfetto\u2019 is no doubt hoping they can do the same with Brad Pitt. The campaign is part of the company\u2019s media and marketing plan to grow in the UK market, as well as their wider strategy of connecting their machines and quality beans.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p><meta charset=\"utf-8\">Last year, the coffee machine market in the UK grew by 27%<\/p><\/blockquote><\/figure>\n\n\n\n<p>The ad shows Pitt on his motorbike in Los Angeles \u2014 picking up a bag of specially roasted beans and taking a scenic route home, where he brewed a cup of coffee using De\u2019Longhi\u2019s PrimaDonna Soul coffee machine.<\/p>\n\n\n\n[embedyt] https:\/\/www.youtube.com\/watch?v=xFijeOXI6PM[\/embedyt]\n\n\n\n<p>Backed by a \u00a34m ($5.5m) budget in the UK, the campaign debuted on September 2nd, and the TV commercial was aired during the World Cup qualifier between England and Hungary. It will also run on various other platforms like PR events, influencer marketing, video-on-demand and social. The company will measure the success of this campaign based on the purchase of intent, appeal, and the growth of the overall UK market.\u00a0<\/p>\n\n\n\n<p>De\u2019Longhi\u2019s marketing director Alex Pickering stated:<\/p>\n\n\n\n<blockquote class=\"wp-block-ugb-blockquote ugb-blockquote ugb-2f153fe ugb-blockquote--v3 ugb-blockquote--design-plain ugb-main-block\"><style>.ugb-2f153fe .ugb-blockquote__quote{width:70px !important;height:70px !important}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-blockquote__item\"><svg viewbox=\"0 0 50 50\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"ugb-blockquote__quote\" width=\"70\" height=\"70\"><path d=\"M19.8 9.3C10.5 11.8 4.6 17 2.1 24.8c2.3-3.6 5.6-5.4 9.9-5.4 3.3 0 6 1.1 8.3 3.3 2.2 2.2 3.4 5 3.4 8.3 0 3.2-1.1 5.8-3.3 8-2.2 2.2-5.1 3.2-8.7 3.2-3.7 0-6.5-1.2-8.6-3.5C1 36.3 0 33.1 0 29 0 18.3 6.5 11.2 19.6 7.9l.2 1.4zm26.4 0C36.9 11.9 31 17 28.5 24.8c2.2-3.6 5.5-5.4 9.8-5.4 3.2 0 6 1.1 8.3 3.2 2.3 2.2 3.4 4.9 3.4 8.3 0 3.1-1.1 5.8-3.3 7.9-2.2 2.2-5.1 3.3-8.6 3.3-3.7 0-6.6-1.1-8.6-3.4-2.1-2.3-3.1-5.5-3.1-9.7 0-10.7 6.6-17.8 19.7-21.1l.1 1.4z\"><\/path><\/svg><div class=\"ugb-blockquote__content\"><p class=\"ugb-blockquote__text\">The whole point of us investing in media and a strong brand ambassador like Brad right now is to effectively speed up growth.<\/p><\/div><\/div><\/div><\/div><\/blockquote>\n\n\n\n<p>Pickering stated that the UK coffee market is \u201cnot as mature\u201d as compared to the other European countries, making it the perfect country to grow their brand and specifically in the premium end of the market. Last year, the coffee machine market in the UK grew by 27% alone \u2014 twice the growth rate of 2019 \u2014 as a result of the lockdowns caused by the pandemic.\u00a0<\/p>\n\n\n\n<p>Even with restrictions loosening up and people returning to the office, working from home is still prevalent, making hybrid working patterns more appealing to most. This will continue to boost the demand for quality coffee brewed at home.<\/p>\n\n\n\n<p>Pickering commented:\u00a0<\/p>\n\n\n\n<blockquote class=\"wp-block-ugb-blockquote ugb-blockquote ugb-0d2ac6f ugb-blockquote--v3 ugb-blockquote--design-plain ugb-main-block\"><style>.ugb-0d2ac6f .ugb-blockquote__quote{width:70px !important;height:70px !important}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-blockquote__item\"><svg viewbox=\"0 0 50 50\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"ugb-blockquote__quote\" width=\"70\" height=\"70\"><path d=\"M19.8 9.3C10.5 11.8 4.6 17 2.1 24.8c2.3-3.6 5.6-5.4 9.9-5.4 3.3 0 6 1.1 8.3 3.3 2.2 2.2 3.4 5 3.4 8.3 0 3.2-1.1 5.8-3.3 8-2.2 2.2-5.1 3.2-8.7 3.2-3.7 0-6.5-1.2-8.6-3.5C1 36.3 0 33.1 0 29 0 18.3 6.5 11.2 19.6 7.9l.2 1.4zm26.4 0C36.9 11.9 31 17 28.5 24.8c2.2-3.6 5.5-5.4 9.8-5.4 3.2 0 6 1.1 8.3 3.2 2.3 2.2 3.4 4.9 3.4 8.3 0 3.1-1.1 5.8-3.3 7.9-2.2 2.2-5.1 3.3-8.6 3.3-3.7 0-6.6-1.1-8.6-3.4-2.1-2.3-3.1-5.5-3.1-9.7 0-10.7 6.6-17.8 19.7-21.1l.1 1.4z\"><\/path><\/svg><div class=\"ugb-blockquote__content\"><p class=\"ugb-blockquote__text\">We see the UK as a really high potential market for bean-to-cup coffee machines as the awareness levels have been very low in the UK, as has household penetration.<br><br>But the desire for great tasting coffee is greater than ever before, so we felt that now is the right time to accelerate awareness and household penetration. We don\u2019t see the coffee machine market slowing down at all.<\/p><\/div><\/div><\/div><\/div><\/blockquote>\n\n\n\n<p>The campaign is also part of De\u2019Longhi\u2019s wider company strategy of combining their quality coffee machines with quality beans, so their customers can \u201cnavigate different types of coffee beans\u201d. The company has opened an e-commerce store called De\u2019Longhi Coffee Lounge for independent coffee producers to use as a platform. Pickering mentioned:&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-ugb-blockquote ugb-blockquote ugb-cf52de6 ugb-blockquote--v3 ugb-blockquote--design-plain ugb-main-block\"><style>.ugb-cf52de6 .ugb-blockquote__quote{width:70px !important;height:70px !important}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-blockquote__item\"><svg viewbox=\"0 0 50 50\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"ugb-blockquote__quote\" width=\"70\" height=\"70\"><path d=\"M19.8 9.3C10.5 11.8 4.6 17 2.1 24.8c2.3-3.6 5.6-5.4 9.9-5.4 3.3 0 6 1.1 8.3 3.3 2.2 2.2 3.4 5 3.4 8.3 0 3.2-1.1 5.8-3.3 8-2.2 2.2-5.1 3.2-8.7 3.2-3.7 0-6.5-1.2-8.6-3.5C1 36.3 0 33.1 0 29 0 18.3 6.5 11.2 19.6 7.9l.2 1.4zm26.4 0C36.9 11.9 31 17 28.5 24.8c2.2-3.6 5.5-5.4 9.8-5.4 3.2 0 6 1.1 8.3 3.2 2.3 2.2 3.4 4.9 3.4 8.3 0 3.1-1.1 5.8-3.3 7.9-2.2 2.2-5.1 3.3-8.6 3.3-3.7 0-6.6-1.1-8.6-3.4-2.1-2.3-3.1-5.5-3.1-9.7 0-10.7 6.6-17.8 19.7-21.1l.1 1.4z\"><\/path><\/svg><div class=\"ugb-blockquote__content\"><p class=\"ugb-blockquote__text\">It\u2019s really about bringing the world of machines and beans together. Ultimately, they both go hand in hand, which is certainly why we are increasing our investment in media for our largest ever campaign.<\/p><\/div><\/div><\/div><\/div><\/blockquote>\n\n\n\n<p>We think Brad Pitt is an excellent choice for the brand. He&#8217;s already shown success with expensive brands like watchmaker Tag Heuer, meaning he has appeal to a wealthy demographic.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Coffee machine maker De\u2019Longhi might have taken a leaf out of Nespresso\u2019s book when they announced early this week that the Hollywood actor Brad Pitt will become a brand ambassador for the company. Many will remember the highly successful campaign Nespresso ran with George Clooney, which enabled their capsules &#8211; originally intended for commercial use [&hellip;]<\/p>\n","protected":false},"author":1104,"featured_media":22938,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[3,352],"tags":[],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/bartalks.net\/wp-json\/wp\/v2\/posts\/22933"}],"collection":[{"href":"https:\/\/bartalks.net\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bartalks.net\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bartalks.net\/wp-json\/wp\/v2\/users\/1104"}],"replies":[{"embeddable":true,"href":"https:\/\/bartalks.net\/wp-json\/wp\/v2\/comments?post=22933"}],"version-history":[{"count":0,"href":"https:\/\/bartalks.net\/wp-json\/wp\/v2\/posts\/22933\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bartalks.net\/wp-json\/wp\/v2\/media\/22938"}],"wp:attachment":[{"href":"https:\/\/bartalks.net\/wp-json\/wp\/v2\/media?parent=22933"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bartalks.net\/wp-json\/wp\/v2\/categories?post=22933"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bartalks.net\/wp-json\/wp\/v2\/tags?post=22933"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}