An Italian icon in America

The Bialetti Moka Pot is puro Italiano. So much so that they have a 98% market share in their home country. Largely unchanged since its inception, the Moka Pot has won numerous design awards, and was even featured at museums like MOMA and Cooper Hewitt. The coffee-making process with the Moka Pot is simple, yet effective, yielding a perfect pour of espresso after every use. It’s no wonder that the magic of L’Omino, the Bialetti mascot printed on each pot, can be found on nearly every stovetop in Italy.

After nearly a century of cultural dominance as both an icon and a kitchen staple, Bialetti was seeking a new start, and a new set of customers to serve. For the first time, they looked beyond their European borders and sought a new audience in America. In a country filled with people who love coffee, gadgets, and rituals, there was something about The Gentleman and his classic moka pot that caught their eye.

We took a two-phased approach to promoting Bialetti: first, we introduced Americans to the brand's charismatic mascot, then we convinced them to take him home. As he settled in to his new American way of life, L’Omino tried on many different hats and leaned into the local culture. And we found that, just as much as L’Omino was in love with America, they loved him right back.

The U.S. was the perfect market to introduce a classic, affordable and sustainable alternative to espresso machines. Consumers responded in fashion, shattering Bialetti sales records for back-to-back months.