To launch new at home barista coffee machines into a crowded market, we need to find a common ground and a common language that would speak to coffee newbies, coffee nerds, niche-coffee lovers and everyone in between. We needed to hit the mark so coffee snobs would take us seriously but avoid the jargon that would turn off the more casual drinker.

Art. From the art of the perfectly brewed espresso to the art in your cappuccino froth. Good coffee is an art form.

So, rather than talking about pressure bars, grind size, and temperature control like everyone else, we’d make the art of coffee visible. We wired coffee drinkers up to an Electroencephalogram headset (EEG) so they could see in real time how their brain reacted to a shot of espresso or a sip of a latte with bespoke artwork created based on their brain’s response. For the first time. Ever.

And because it genuinely was different, we knew the coverage would roll in like a double-shot steam train.

Supported by a targeted press office programme across strategically targeted home, tech and premium lifestyle media, the buzz snowballed in the right places.

The campaign captured media headlines from UK nationals, to lifestyle to global leading tech titles and ensured that Breville’s Barista Series was the talk of the town