The Challenge
New U.S. tariffs threatened to make De’Longhi machines 15% more expensive overnight, just as the brand was building awareness and differentiation in a highly competitive coffee market.
De’Longhi
Computer
Computer
The perfect loophole to hack a challenging tariff.
The Crazy Ambition
To turn a government policy into a brand repositioning.
The Idea
Introducing the De’Longhi Computer. We discovered that computers were exempt from tariffs — and that their defining features happened to fit De’Longhi coffee machines perfectly. So we reclassified them as “computers”, turning a tariff loophole into a provocative product truth and a 15% discount. A new way to see a coffee machine: as advanced technology.
