By Patrick Avenell

SYDNEY: In the lead up to Mother’s Day, De’Longhi is running a cashback promotion on its De’Longhi and Nespresso-branded coffee machines. The De’Longhi promotion has already started and the Nespresso promotion will begin on 11 April.

For the De’Longhi branded machines, customers who purchase an EABI6600, ESAM6700 or ESAM6600 will receive $200 cash back. Consumers will get $100 back on the ESAM5500T and the ESAM3500, and $50 back on the ESAM5450, ESAM3400 and ESAM3000.

Starting on 11 April, and intended to promote the brand in the lead up to Mother’s Day, customers who purchase the following Nespresso by De’Longhi models will get $50 cash back: EN680M, EN670B, EN660R and EN660.

The Nespresso Citiz range will also be covered by this promotion, with $50 cash back on the Citiz, Citiz and Milk and Citiz and Co.

Rounding off the promotion is $50 cash back on the Nespresso EN185M, EN185DB, EN180R and EN90M.
Both the De’Longhi and Nespresso promotions will end on 17 May.

De’Longhi senior marketing manager Jason Haskins told that these promotions come in the wake of the brand receiving its most encouraging set of GfK figures.

“For January 2009, for GfK brandshares for the total coffee market, we’re at 24 per cent units and 43 per cent value – they’re our highest shares ever,” he said. “Also, the Nespresso/De’Longhi Essenza is the number one coffee machine for the second month in a row – that’s on units.”

At Nespresso, marketing manager ANZ, Belinda Lees gave more information about the upcoming advertising campaign.

“George Clooney, Nespresso’s brand ambassador, will hit TV screens in the latest version of the Nespresso brand ad, followed by a Citiz product trailer as the top and tail combination,” she said. “Magazines and outdoor large format advertising will only feature CitiZ product visuals.”