Not all espresso machines are created equal. In fact, it’s how you stream the milk, that makes a huge difference. Breville’s range of espresso machines use powerful stream pressure and temperature control to create microfoam. While most competitor machines create frothy, watery and well… fake microfoam.
We worked with Breville to leverage this point of difference as a key category differentiator, educating prospective consumers of the importance of true microfoam and poked a little fun along the way at competitors inferior-foam.
Like all things complicated, our role was to introduce a simple and effective way to communicate this idea across a global campaign. We recruited some coffee gurus to really drive the importance of microfoam from a taste perspective and we even went down to a microscopic level (honey, I shrunk the kids) to get the point across.