Focus Creative brews up global buzz with De’Longhi campaign

AUCKLAND, Today: Focus Creative recently kicked off a worldwide initiative for De’Longhi’s La Specialista Touch, continuing their fruitful partnership with the renowned coffee brand.

After winning a competitive pitch, the agency crafted 15 and 30-second videos, alongside out-of-home, digital, POS, and social media assets.

Dubbed the Confidence Campaign internally, this strategy boosts the prowess of La Specialista Touch users. Aimed at home baristas keen to enhance their skills, the campaign tracks a user’s progress through grinding, tamping, brewing, frothing, and savouring coffee, promising cafe-quality performance and flavour.

Carlos Jonmundsson, founder of Focus Creative, shared his thoughts on the campaign’s challenges and rewards. “Campaigns like this pose all kinds of enjoyable challenges.

Apart from the need to engage stakeholders from all parts of the world, we also needed to tell an authentic story that resonated with coffee drinkers who want to express themselves but might feel intimidated by the process.”

“Australia is a global leader in coffee trends, so it made sense to develop this campaign in a region where the next wave of coffee is being created.” – Carlos Jonmundsson

Giulia Ortolan, De’Longhi Brand Specialist, emphasised why Australia was chosen for the campaign. “Australia is a global leader in coffee trends, so it made sense to develop this campaign in a region where the next wave of coffee is being created.

“Focus Creative has a deep understanding of café culture, and that knowledge was invaluable in the creative process.”

This initiative marks another milestone in the ongoing collaboration between De’Longhi Global/HQ in Italy and Focus Creative, showcasing their commitment to shared creativity and innovation.

The campaign blends consumer insights with advanced design and storytelling, solidifying De’Longhi’s reputation as a top-tier coffee brand.

Coordination across global teams was crucial to maintain consistent messaging while incorporating local cultural touches. Every element, from visuals to scripts, was designed to highlight the sophistication of La Specialista Touch and the craftsmanship of home brewing.

The project united top talent in branding, strategy, design, production, and content creation, extending its reach through a dynamic social media approach that engages coffee aficionados worldwide.