• by Larissa Faw , November 30, 2015

With the knowledge that most Americans don’t believe they can create a quality espresso beverage at home, upscale espresso manufacturer De’Longhi has launched its first U.S. TV ad campaign in a bid to debunk this myth by showing how consumers can create their own coffee house-quality espresso.  

Developed by its agency Campbell Ewald, the spots (which can be seen here) utilize a hidden camera approach to show the real-life moments when people show up at an espresso bar only to be given a cup and told to make their espresso drink themselves. The spots end with happy people once they discover the ease and rich taste they can have with a De’Longhi machine.

 The spots end with the tagline, "The art of espresso made simple." 

This creative approach was designed to be straight-forward and let the machine speak for itself. “Americans have a growing passion for espresso-based coffee drinks, especially milk-based drinks like cappuccinos and lattes," says Jonathan Lange, EVP, group account director, Campbell Ewald. "And American consumers overwhelmingly rely on coffee houses because, unlike traditional drip coffee, these drinks are almost never made at home."  

This strategy was based on a lot of research, says Lange  that " uncovered a fundamental truth – people simply did not believe that a quality espresso drink could be made at home.” 

The research showed that American consumers believe that espresso drinks “require hours or even years of barista training with one of the expensive, complex machines they see at the coffee houses."  

There are two :30-second spots titled "Self-Serve" and "Caffe Treviso" as well as one extended :60-second "Caffe Treviso" ad running in select markets including Portland and Baltimore, and supported via social, video and search advertising.

 The brand’s target audience of espresso beverage lovers tends to be college-educated adults, 25-54 years of age, with a household income of $100,000 or more, says Lange.  

Campbell Ewald won De’Longhi ad account early last year.