Breaking into the US drip coffee market with TrueBrew
Challenge
De'Longhi sought to break into the US drip coffee category with its innovative
TrueBrew product, facing strong competition and needing to achieve a sell-out launch.
Surrounding consumers with a data-driven, holistic launch
Solution
Mediaplus executed a holistic media strategy by building a data-driven, optimized premium drip target and a connected system to surround the consumer at every touchpoint.
This holistic approach included high-profile activations such as during the 2023 Oscar Red Carpet and the NCAA Women’s Final with Caitlin Clark, and a focus on dominating presence on the virtual shelf to capture intent. This strategic orchestration across various media channels aimed to ensure comprehensive consumer reach.
Key Facts
