Select World – Advertising · Branding · Digital · Content
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Miele Coffee Machines

The multi-asset campaign adds sensuality to German precision engineering.

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The challenge

To create awareness for Miele in the premium coffee machine category. The brand’s strengths needed to be reframed and emotionalized to speak to the taste driven coffee connoisseurs. We wanted to go beyond functionality to dial up desire and connect with a new kind of consumer.

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Our story

In our campaign, we turned our Miele coffee machines into an “emotion machine”. From the freshly ground beans bringing out the full aroma to the burst of milk in the hot coffee, we slow down time and dramatize a coffee moment designed for visceral pleasure.

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The results

With considerable media spend behind the pan-European holistic campaign, we created an awareness peak before Christmas 2022, especially in Germany – the first country to launch the new range into the market.

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