De'Longhi calls its coffee machine a computer to circumvent US duties (video)
De'Longhi's Computer Coffee campaign is an exemplary example of marketing jujitsu, where a serious external threat is skilfully turned into a strategic advantage. Faced with the risk of painful US tariffs on European luxury goods, De'Longhi, together with its agency LOLA MullenLowe, refused to use traditional solutions such as price changes or logistics reorganisation. Instead, the company chose a bold, creative path, using the complex language of international trade law to its advantage.
By finding a legal exemption for data processing devices - and realising that their advanced coffee machines with Bean Adapt Technology and other smart features met the technical definition of a "computer" - the marketing inventors created a campaign that was both a sophisticated way to avoid additional taxes and a brilliant PR case.
It is worth adding that the main goal of the advertising campaign is to generate discussion and media coverage. While Perfetto is a soft and sophisticated whisper about lifestyle, Computer Coffee is a sharp, witty and provocative statement designed to make people stop, think and start a conversation.
Source: lbbonline.com
