Italy In North America

90 years ago, Bialetti created a simple way to brew delicious Italian espresso at home. Soon, thanks to its flawless design, it became the way. The Moka Express has made its way into millions of households throughout Italy to start conversations, build traditions, and introduce the dessert course. We like to think of it as a unique idea that has sparked many others, as it is the perfect addition to any brainstorming session and the catalyst for many an ah-ha moment.

But the experience of using a Bialetti is only half the story. It’s become more than a global kitchen staple—it’s an icon, an heirloom, an experience, a conversation starter, and a revolution. Its perfection unifies coffee aficionados, museum collectors, and even environmentalists. In a world where more is more, a few pieces of aluminum and a little bit of coffee are all you need to lay the foundation for a coffee experience—like nothing else.

To help them launch into North America, we developed a three part messaging strategy around Italian heritage, Product design, and Value. Developing a campaign for each we measured their engagement across a multi-channel media campaign targeting three audience groups and geographies in the U.S.. After being in market for six short months sales are up over 26%.