KITCHENAID ESPRESSO COLLECTION

Forget the stuffy suits. The smooth jazz. Brad and George (who definitely don’t make their own espresso anyway).
We're dismantling the old world of espresso and creating a new one.
A world that is colorful, unfussy, real and inviting.

Appropriately titled: Café Anarchy disrupted the espresso category by breaking conventions.
Meanwhile, we introduced product benefits through single-minded stories.

Radio ads played back the inner thoughts that radio-listeners likely have mid-café experience
to show that they could’ve avoided it all if they would’ve just made their espresso at home with KitchenAid.

On social, we showed everyone just how easy it is to make their espresso favorites at home.
We even brought in real baristas from [redacted] to make café dupes, but better with KitchenAid.

In print, we showed everyone why espresso is better at home with KitchenAid.

Every touchpoint of the full funnel, from TV to recipe photography was reimagined though a colorful and inviting lens meant to shake the category of it’s cold, souless imagery.