New Breville espresso machine launches with campaign from The Cowboys
Breville has unveiled a new campaign, created by indie shop The Cowboys, to launch its newest espresso machine, the Oracle Jet.
The campaign plays off the creative platform, ‘Unlock The Pro Within’, encouraging everyday people to make speciality, barista-quality coffee at home.
Through a magical barista-style apron, everyday coffee enthusiasts are transformed into skilled baristas, with just the press of a button on the Oracle Jet.
“For the launch, we aimed to capture effortless mastery,” said Jarrad Collings, creative partner at The Cowboys.
“The barista apron is a symbol of expertise, and we wanted to highlight how anyone can seamlessly transition to achieving professional results at home.”
The Cowboys – previously known as Two Mad Cowboys – recently rebranded to reflect its shift towards specialising in go-to-market creative comms.
Breville was one of its foundational clients in 2015, and the agency has since spearheaded over 20 global product launches with multi-category repositioning and comms in over 70 countries.
Breville’s head of global brand strategy and advertising, Noel Burchill, added: “Our latest campaign with The Cowboys illustrates how consumers can enjoy the café experience in their own kitchen. With step-by-step automation and the innovative ThermoJet heating system, specialty coffee is more accessible than ever before with The Oracle Jet.
“Our partnership with The Cowboys has spanned eight years, during which they’ve consistently shown a deep understanding of our business and consumers.
“Their work on global product launches and category positioning has been excellent with a proven ability to transform complex technology into clear and compelling consumer propositions. We’re extremely pleased with this latest collaboration.”
The campaign also includes a documentary film, ‘Minds Behind the Machine’, that offer the perspective of engineers and designers, as well as a series of short-form films focusing on key aspects of the espresso machine, including the ThermoJet heating system, automation and cold coffee capabilities.
There is also a series of how-to videos for purchasing customers, and a suite of photography assets for in-store and social. A new in-store experience has also launched, leveraging the machine’s LCD screen.
The campaign is live across Australia, the US, Germany and the UK, via TV, digital and social.
Credits:
Creative agency – The Cowboys
Client – Breville
Production
Production company – Rodeo @ The Cowboys
Director – Toby Morris
Director (Minds Behind the Machine) – Matt Sterne
Producer – Henry Richardson
Photographer – David Collins
Post Production – Producible
VFX – Skyhouse
Retouching – Sterne Creative
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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