Caffitaly chooses the Armando Testa Group for its communication
Caffitaly is an Italian company which specialises in the production of high-quality coffee machines and capsules for coffee and hot beverages. They have now chosen the Armando Testa Agency for their corporate and promotional communication.
The challenge facing the agency is to promote the brand’s all-Italian excellence and experience, long distinguished for innovation, quality in the cup, and the wide range of its offer. Its capital is built on the patented Caffitaly System technology and unique features, such as 8 grams of coffee in each capsule (the ideal dose for a true espresso just like at a coffee bar) and the multi-beverage system with a wide selection of coffees and top-quality hot beverages, designed to satisfy consumption whatever the time of day.
Over time, the collaboration will involve all the main ATL, BTL, and social assets, already at the end of March, it featured the launch of a promotional campaign on social media and in single-brand stores to communicate the “Spring Promotion”, dedicated to the new mustard coloured Limited edition of the iconic Volta machine, and also to the new machines made with 65%second-use plastic, fully recyclable packaging and energy saving technologies.
In addition, the new corporate TV ad has been on air on TV, digital TV and social media channels since 3rd May. (Link YT: https://youtu.be/SLSfL5QevhM). The aim is to highlight and reinforce all the strengths of Caffitaly offer. In the idea, created byArmando Testa and produced by AT Studios, we see a man at home, preparing an excellent espresso. No sooner has he stepped out onto the terrace to enjoy it peacefully, than all his neighbours from the surrounding houses are attracted by the aroma and they place their own “orders”, exactly as if they were at a bar. The ad closes with the campaign claim “Caffitaly, un piacere tutto Italy” (Caffitaly, an all-Italian pleasure) which plays on the brand’s name with a sudden code-switching and an ellipsis that becomes an expressive licence to underline in a more than colloquial manner the all Italian way to enjoy the moment of having a coffee or hot drink and turning it into a social occasion.
Media planning was managed by Media Italia, a partner who was already alongside Caffitaly, with the goal of ensuring an even better integrated process involving creativity and media.
“The collaboration with the Armando Testa Group forms part of Caffitaly’s growth and consolidation journey. During a period when the market is constantly evolving, we want to strengthen the brand’s positioning by enhancing our strategic assets with even greater effectiveness: technological innovation, quality of the choice, breadth of range, and ability to interpret new consumer needs,” comments Andrea Zocchi, CEO of Caffitaly.
«We are happy to start this collaboration with such a valued creative partner as the Armando Testa Group. For Caffitaly this represents an important step in the brand’s development and in our dialogue with an ever wider and more diverse audience. – explains Marta Colombo, CMO of Caffitaly. The concept interprets our positioning in an effective way and describes that very Italian pleasure of enjoying top quality coffee and hot drinks at home just like at a bar».
CREDITS
Agency: Armando Testa
Creative Direction: Jacopo Morini, Fabiano Pagliara
Creative Team: Sara Greco, Martina Nota
Head of client service Turin: Giovanna Farè
Client Service: Gabriele Nolfo
Head of content & social: Andrea Gaetani
Social media manager: Chiara Sclerandi
Production: AT Studios
Director: Luca Grafner
Media planning: Media Italia
