How do you launch a new home espresso machine range from a 100-year-old brand known for stand mixers?

Home espresso is bigger than ever, but it’s still a sepia-saturated world of supposed authority, complex machines, and contrived celebrity endorsements. Let’s see you actually drink a Nespresso pod, George.  

That’s why we went to market by redefining the rules around quality espresso. Because when it's David Beckham hawking mass-produced pods or Brad Pitt causally getting some espresso beans at a motorcycle tune-up shop somewhere along the PCH (relatable), it's time to call bullshit.

So go ahead, say expresso. Make your next espresso a martini.
Because at home, you call the shots. Literally. 
Break up with your barista and welcome home a new world of espresso with KitchenAid. 

TL;DR: We launched the new KitchenAid Espresso range by going against the old established world of espresso. 

We started by tearing down the old world of espresso.

Then we let people imagine a whole new world of milks with their new KitchenAid espresso machine.

Want to seamlessly swap espresso beans? Hell yeah you do.

 A beautiful espresso machine that just...fits perfectly.
 

We also created radio spots that reminded the listener of all the uncomfortable things you can avoid
by making quality espresso at home with KitchenAid. 

We also created a bank of Print/OOH headlines and executions for all regions to use and adapt in local markets.