Bosch VeroCafé: a launch that made home espresso about enjoyment, not specifications.
The VeroCafé launch strategy was led by Paul Livingstone, now Double W’s Chief Strategy Partner & Jason Andrews, Executive Creative Director. The integrated launch began in North America, followed by APAC and Europe, supported by an AI-enabled content ecosystem designed to maximise the launch budget without compromising creative quality.
- CLIENT
- Bosch (BSH Home Appliances)
- TITLE
- VeroCafé from Bosch: Brew It Like a Bosch
- SECTOR
- Consumer appliances and home coffee
- MARKETS
- United States / APAC / EMEA
- CAMPAIGN DATES
- 2024 (The 300 and 800 Series launched in April 2024, & the 500 Series October 2024)
- CAMPAIGN TYPE
- Integrated product launch
- CHANNELS
- Instagram, TikTok, Facebook, DOOH, Pop-up stores, Connected TV (Brand Film) YouTube (Brand Film), Amazon Ads, Search, Radio (incl digital) & Print
- PROJECT SCOPE
- Brand strategy, creative strategy & platform, communication strategy, creative concept, media planning and production, AI-enabled content ecosystem & retail briefing playbook.
Win a category with a brand nobody associates with coffee.
North America is the largest coffee machine market in the world, and its fully automatic espresso segment was growing by more than 20% a year. Philips, Jura and De’Longhi already held around 93% of the market between them. And Bosch was entering for the first time, with BSH’s first small domestic appliance launch.
Awareness was the obstacle. Unaided awareness of Bosch in large appliances stood at just 12%, and the brand was trusted for engineering rather than loved for emotion. With a modest launch budget, no existing creative platform and no content ecosystem to extend, the task was to give VeroCafé a reason to be noticed in a category where most brands sound the same.
Speak to the person who wants café quality at home.
The 800 Series, the hero of the range, was built for the at-home barista: someone who loves coffee, wants to personalise it and is frustrated that a capsule machine cannot deliver the taste of a café. They were willing to invest in a great machine, but they did not want to spend time on the preparation.
The research showed that coffee had become more than fuel for these drinkers. It was a ritual, a treat and a way of connecting with the people around them. That was a more emotional relationship than anything the category was talking about.
Make the range the brand that elevates the everyday.
Competitors led with heritage, technology and ease of cleaning. The campaign took a different position: VeroCafé from Bosch as the brand that elevates the home coffee experience and makes everyday moments extraordinary.
The idea sat inside Bosch’s global “Like a Bosch” platform, so the launch built on existing brand equity rather than starting again, while giving the new range a voice of its own.
The aim was to help them unleash their inner barista and elevate their everyday moments.
Brew it like a Bosch.
Kitchen appliance advertising usually leans on product specification. The campaign introduced a distinct creative idea instead, led by a traditionally produced hero film that set the tone for everything that followed.
Around that film, the campaign built a full content ecosystem using a bespoke combination of AI tools, which dramatically reduced the cost of producing the wider asset set, so more of the budget could go into the work people would see.
From launch strategy to a content ecosystem.
- Communication strategy and positioning
- Creative concept and campaign platform
- Brand launch film, social and digital assets, OOH, Amazon Ads, Pop-up store design and production
- AI-enabled content ecosystem across the wider asset set
One film, many assets.
The campaign focused on elevating the home coffee experience and making everyday moments extraordinary for people who love coffee and enjoy the artistry of making it. With a modest US media budget and a first-year market share target of 14%, activity focused on cities and states with a higher concentration of coffee enthusiasts. Retail partnerships extended reach beyond traditional media channels.
43,657 units sold in the first year.
The launch targeted annual sales of 37,250 units, equivalent to approximately 102 units per day, alongside a first-year market share target of 14%. Bosch achieved first-year sales of 43,657 units, exceeding the unit sales target by approximately 17%. Geographic targeting focused on New York State, California, Illinois and Washington State.
Strategy: Paul Livingstone. Creative: Jason Andrews. Hero film production: Markenfilm; visual effects: INFECTED; director: Benjamin Brettschneider.
Give it a reason to be noticed.
Strategy, creative and production, handled by one accountable senior team.