Details matter

Revolutionising the industry

Franke wanted to develop a go-to-market strategy for a new category of professional coffee machines called “BeyondTraditional” and create a launch campaign for the Mytico Line, the first product in the category. We developed a campaign focusing on the key aspects of the product: design, quality, ease of use, and detail – with compelling storytelling across all media.

How it began

The best of both worlds

Franke Coffee Systems, one of the world’s leading manufacturers of professional coffee machines, developed a new category of fully automatic coffee machines that transcend traditional boundaries. To take the coffee experience to a new level, the new Mytico line, born from a collaboration of Swiss precision and Italian design combined the best of two worlds: reliability, ease of use, and consistent in-cup quality with exquisite design and unparalleled innovation.

Developing the solution

The essence of a perfect cup

We developed a go-to-market strategy focusing on the product’s key aspects: design, quality, usability, and details. The result was the “Details Matter” campaign which encapsulates that the essence of a perfect cup of coffee is more than a beverage – it’s an emotional connection.

The outcome

Showcasing the new line

The product launch consisted of a teaser phase showing only snippets of the coffee machine, followed by a grand reveal. Posters, brochures, adverts, and videos were part of the full launch phase showcasing the Mytico line and its allure.

The campaign video and shorter videos featuring the Franke Brand ambassador and the machine designer focused on the storytelling around the machine, while the campaign imagery and trade show materials provided a visual representation of the machine’s attractive and sophisticated Italian design.

It was a highly successful launch, generating strong interest and attention for the new Franke Mytico range.