De’Longhi reveals 2-pronged Father’s Day coffee promotion

By Patrick Avenell

SYDNEY, NSW: De’Longhi Australia has today released details of its Father’s Day coffee machine promotion, which has been specifically designed to drive sell through at retail level by adding more value to consumers’ purchases.

There are two key components to De’Longhi’s promotion: a gift with purchase offer to give more to consumers and an above the line marketing spend to connect with consumers.

Consumers who purchase any De’Longhi automatic coffee machine with an internal frothing device (IFD) will receive, via redemption, the Grande Pack. Consumers who purchase machines without an IFD will receive the Deluxe Pack.

The Grande Pack (RRP $299) includes a coffee canister, 2 kilograms of coffee beans, a Picardie Glass set, a descaler, Milk Clean accessory, Nokalk cleaner, a chocolate shaker and a Great Italian Coffee DVD.

The Deluxe Pack (RRP $149) includes a 1-litre frothing jug, 500 grams of coffee beans, a descaler, a Picardie Glass set and a chocolate shaker.

To promote its coffee machines for this gift-giving season, De’Longhi will be running a 3-week TVC campaign, commencing on 28 July 2010. It is a $1 million plus investment in above the line marketing, and will encompass both free-to-air and subscription television. De’Longhi said its target is to reach 10 million Australian viewers during this campaign.

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