"THE COFFEE THAT SAYS 'YOU'."
Through a series of magazine ads, we remind the target that
the Breville Oracle Touch will always be personalized just for you.
- Client
- Breville Oracle Touch espresso machine
- Target market
- A35-54, HHI $100,000-$150,000, mainly white and Asian
- Strategy statement
- With the new touch screen and customizable presets, the Oracle Touch will always give your coffee a personal touch.
- Tagline
- "A coffee that says 'you'."
Magazine Ads
Magazine Ad - "Gym"
"Does he look like a bench press to you? Or barbells? Jim. Leave this place. With the Breville Oracle Touch’s low pressure pre-infusion & 9 bar extraction pressure, you can always get the same strong taste of a coffee shop, and never have your name misspelled again. Go to your happy place. It's spelled H-O-M-E."
Magazine Ad - "Gessika"
"Who's 'Gessika'? Apparently, she's the person who just waited 20 minutes and spent $8 for one mediocre espresso. She's not you. You're the person who deserves full control over her cafe experience. With the Oracle Touch's new touch screen and endless customization, you'll always be able to create your perfect espresso. You know yourself better than anyone else does, Jessica."
Magazine Ad - "Pawl"
"Really? It’s not that hard to spell 'Paul.' At least, not for us. With the Breville Oracle Touch’s fully automated touch screen, you can personalize your coffee just the way you like it. We care about coffee just as much as you do. Go home to the barista that will never spell your name wrong. Go with the Oracle."
Magazine Mockup
Social Media
In addition to the magazine campaign, Breville Oracle Touch will encourage customers to engage on twitter by sharing their worst cafe misspellings. When consumers reply, Breville will direct message them a link to the brevilleoracletouch.com, along with a coupon to purchase the machine for 10% off.