MILAN – The coffee machine market is growing quickly, especially the market for coffee makers with grinders, which is experiencing dynamic growth: Krups, a major player in this category, is now expanding its offering and launching the Intuition line to satisfy savvy and demanding coffee lovers. The objective? Bolster our high-end positioning thanks to premium distribution in stores and online, remind consumers about our coffee expertise by guaranteeing a perfect result, and attract their attention with a disruptive communication campaign that is more aspirational and emotional.
Follow your intuition to easily brew a perfect cup of coffee. This is the brand’s promise, with a creative idea driven by the word “intuition”, both literally (users are guided very intuitively) and figuratively (our best decisions are guided by our intuition).
With Krups’ Intuition Preference +, enjoy an exceptional coffee brewing experience from start to finish.
The machine’s highly intuitive touchscreen interface works like a smartphone, making it easier than ever to select your drink and maintain the machine. The indicator light guides you step-by-step for super simple and effortless everyday use. Your coffee will always be outstanding thanks to perfect grinding and the exclusive Quattro Force technology.
The extra touch? The ability to create two profiles for personalized use: choose the screen display and colors of the lights and get direct access to your favorite drinks.
This launch is being supported by a major communication campaign: TV spots, in-store promotions (POS), and web and social media activation with a complete digital asset kit (online videos, banners, GIFs, stories, landing page, etc.).
These fully “Made in France” machines were manufactured at our Mayenne site and bear the “10-year repair promise” label.
Congratulations to all the employees involved in this project: the Beverage & Breakfast business unit, the Brand Management division, the Design teams and Business Activation Managers, the Mayenne and Saint Lô sites (where staff did everything they could to continue production in a difficult health context), and teams in Germany and Poland (the pilot countries).
