De’Longhi Australia this morning officially launched its new breakfast appliance range in anticipation of a strong Mother’s Day. In a change of direction for this market, the Icona Vintage collection has subdued tones, in contrast to the bright and bold colours that have become dominant over the past three years.
Comprising 2- and 4-slice toasters, a kettle and a manual coffee machine, the Icona Vintage range is available in black (‘Storica’), tan (‘Etnita’), cream (‘DolceVita’), green (‘Olivia’) and sky blue (‘Anita’). The only caveat to this is the Etnita range, which does not include the pump espresso machine.
This range will build on the platform created by the original De’Longhi Icona range, which was originally launched for Mother’s Day in 2010.
“The De’Longhi Icona range has done exceptionally well for us and we’ve been astounded by the results we have achieved,” said marketing manager Filiz Bensan. “In the $100-plus segment we have the largest share at over 30 per cent in toasters and kettles, and that is the fastest growing price segment within the breakfast category.”
The Icona Vintage manual coffee machines feature a stainless steel boiler, 1.4-litre removable water reservoir, Cappuccino System for preparing milk and 15-bar pressure. The kettles have a 1.7-litre capacity, 360-degree swivel base and three safety features (auto shut-off, thermal cut-off and boil-dry protection). Both toaster varieties have deep, removable crumb trays; variable browning controls and extra high lift levers.
De’Longhi has a very expansive media campaign planned for this launch, including print advertising, billboards, mail outs, promotional videos, a dedicated website and public relations activities. To help ‘drive’ sales, De’Longhi will be giving away five Vespa scooters to consumers who purchase products in the range up until 14 May 2013.
The price points are the same across the various colour lines: the coffee machines are RRP $299, the kettles are RRP $149, the 2-slice toasters are RRP $149 and 4-slice toasters are RRP $189. All products are currently available.
Icona Vintage Anita 2-slice toaster and kettle.
The Olivia range: manual coffee machine, 4-slice toaster and kettle.