Our recommendation to DeLonghi was to focus on the overall brand and position the company through the user experience, rather than product attributes. With a long history of innovation and design excellence across multiple product categories, and limited marketing support for all, this helped extend their budget and impact at retail. We suggested using strong point of sale that demonstrates the lifestyle approach, compelling customers to choose DeLonghi. Additionally, we suggested using the packaging as a strong cross-promotional tool—in addition to a brand brochure available in-store and in-pack. The brand promise can be summed up in three simple words—’passion for life’. 

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