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

Home espresso is blowing up, but it’s still a sepia-saturated world of faux authority, complex stainless steel 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.
At home, you call the shots. Literally. 
So 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? We got you.

 An espresso machine that just...fits perfectly.
 

We created a bank of Print/OOH headlines and executions for all regions to use.

Regions can run any of the lines in the final selection, or use the tone as a guide to create new lines that speak to the local espresso market.