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Our challenge was to announce Brad Pitt as De’Longhi’s first Global Ambassador alongside the launch the exclusive ‘Dinamica Plus’ bean to cup coffee machine. This was a global launch requiring a strict embargo around the world until the agreed time of release.
Ranieri Agency organised an exclusive press event with selected media who were unaware of the nature of the launch until we previewed the TV ad featuring Brad Pitt. At the same time, press were able to experience the new Dimanica Plus coffee machine at the event and were given access to key spokespeople from the brand.
It was crucial for the new product launch not to be eclipse by the excitement around a global superstar such as Brad Pitt so Ranieri Agency conducted a research poll in the UK to understand the nation’s relationship with coffee. The results of the poll were also released to the press.
The campaign generated 234 pieces of launch coverage, mostly in top-tier media. This also included 14 individual pieces of broadcast media on TV and radio with a total OTS of 601 million people.
The TV ad was seen around the world and sales of the Dimanica Plus exceeded all expectations.
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