Tchibo Esperto 2

To support the launch of the new fully automatic coffee machines Esperto2 and Esperto2 Milk, we developed a consideration campaign that put Tchibo’s longstanding coffee expertise at the center of communication. The goal was to position the brand not only as Germany’s leading coffee provider but also as a trusted expert in coffee machine technology.

At the heart of the campaign stood the core message:

“Esperto – The fully automatic coffee machine from Germany’s No. 1 coffee brand.”

In addition to emphasizing the product name, the communication focused on three key benefits: Taste, ease of use, and freshness.

A unique creative angle of the campaign was the idea of the “personal coffee expert”: The Esperto combines 75 years of Tchibo coffee knowledge with 40 years of coffee machine engineering—ready to deliver quality at the push of a button, no expertise required from the user.

The campaign aimed to drive consideration among first-time coffee machine buyers and strengthen Tchibo’s image as both a coffee and technology expert.