De’Longhi has launched a new playful campaign for its Icona Capitals collection and its new compact coffee machine, Dedica Duo – with creative developed by independent branding and creative agency JAM.
Titled ‘Not Without My De’Longhi,’ the multi-channel campaign draws on a simple insight: morning rituals set the tone for the day, where a perfect start creates a lasting positive sentiment you’ll want to take with you, no matter where life takes you.
Inspired by the brand’s heritage, the creative places De’Longhi products at the heart of aspirational, travel-led environments with an unmistakably Italian aesthetic. It brings to life the idea that these are not just home appliances, but companions people become genuinely attached to; a sentiment realised across four key visuals,a romantic train ride, a poolside retreat, a coastal trip, and a picturesque town excursion, where premium styling meets effortless beauty.
JAM developed the strategic platform, campaign concept and rollout visual system, creating a cohesive world designed to extend across retail, out-of-home and digital channels.
“The ‘Not Without My De’Longhi’ platform was designed to capture the emotional role our brand plays in everyday life. This campaign brings that feeling to life in a way that is distinctive and true to our Italian heritage,” said De’Longhi brand manager Tobias Townsend.
“This platform serves as the foundation for our kettles and toasters categories, allowing us to integrate our manual coffee machines through our colour-matched collections. In this current format, we have paired the Icona Capitals collection with the Dedica Duo to offer a premium, compact kitchen suite.
Available in four signature shades, Copenhagen Green, Dubai Blue, Edinburgh Black, and Helsinki White. The collection reflects a perfect blend of style and versatility.”
Jennifer Segail, founder and brand advisor at JAM, said the opportunity was to build a campaign that elevated the category beyond product utility.
“Too often this category is communicated through features and function alone. We saw an opportunity to tell a more emotionally resonant story, one that captures the feeling of a beautiful morning moment and the role De’Longhi plays in making that moment feel special,” said Segail.
“We embedded distinctive brand assets across every execution, from De’Longhi blue stripes to a signature pop of sunshine yellow, to build long-term memory structures and ensure the campaign is instantly recognisable in market.
“‘Not Without My De’Longhi’ gave us a simple but powerful platform to express that idea in a way that feels premium, composed and unmistakably Italian.”
The campaign has been developed as a scalable visual platform, designed to maintain consistency across channels while giving the Icona Capitals range a more ownable and emotionally engaging presence in market.
