Introducing Compact Espresso by
THE CHALLENGE
Transform KitchenAid from the iconic "mixer brand" into a top-tier global authority in premium at-home espresso.
The goal? Shift public perception through design-led, intuitive experiences to secure a top-3 market spot and build a $300M coffee category by 2030.
THE INSIGHT
Consumers crave café quality espresso without the clutter or learning curve. But today’s machines turn that aspiration into frustration, making the ritual feel more like chore and less like a treat.
THE IDEA
Create a product launch campaign where KitchenAid stops acting like an appliance manufacturer and starts building a world of effortless coffee exploration.
THE WORK
Brought to life through the entire funnel, the work set the tone for how KitchenAid shows up in the premium coffee category. No more stuffy, unattainable espresso ads.
The Secret Sauce
¾ tbsp of good vibes • ½ tbsp of exploration • ¼ cup of user empowerment • A dash of swag
SONIC BRANDING (NAR APPROACH)
We were given the challenge to create an OLV that stood out among the crowd. The only caveat was that we had to reuse footage from our lower funnel assets.
Not a problem! So to make it pop and create a vibe that was sure to stick, we worked with a music house to score a custom track with custom lyrics. This ran in our North American region where entertainment is preferred over education.
SONIC BRANDING (EMEA APPROACH)
We created an alternative version for our European market, where the consumers prefer an educational approach over the entertainment style.
VO led, with a strong message of premium features that sell themself.
OOH
PAID/ORGANIC SOCIAL
DIGITAL SHOPPING JOURNEY
THE TEAM
Art Director // Tracy Keck III
Art Director // Talia Adler
Copywriter // Tim Brutsman
Creative Director // Sarah Uchison
Creative Director // Mariana Guarin
Creative Director // Geraldine Ramirez Hutchison