Some like it hot

For the introduction of the Latte Crema Milk Foam System, De’Longhi was positioned as an absolute milk foam specialist. The way people drink their milk foam says a lot about their character, concluded a study on the drinking behaviour of German coffee drinkers. For De’Longhi Germany, Crossrelations commissioned the research and consulting institute Concept M, to analise the German appetite for milk foam. Cappuccino, latte macchiato or caffè latte are thus enjoyed alone, while daydreaming and when treating oneself. The study results are six types of milk foam that we presented to the media and used on social media, trade fairs and at the POS. On the occasion of the IFA, the milk froth types, e.g. the entire TV Spielfilm team, had their appearance in several editions, thanks to a specifically developed integrated media format.