MullenLowe Global news release image.
Italian appliance giant De’Longhi has turned United States trade policy into a marketing opportunity with a cheeky new campaign that reimagines one of its connected coffee machines as “the first computer that also makes coffee.”
The satirical advertising takes direct aim at recent U.S. tariff exemptions, while borrowing some regulatory policy language.
The campaign stems from Donald Trump’s tariff announcements in April, after which U.S. Customs and Border Protection posted a notice exempting computers and smartphones from import duties.
On the company’s UK product page, the Rivelia machine now appears in two versions: the De’Longhi Machine at £749.99, and the De’Longhi Computer at £637.49. That price difference reflects the 15% tariff on UK goods imported to the U.S.
The “computer-ification” extends beyond pricing. While the “Machine” version touts 16 types of drinks and an easy-to-use touchscreen, the “Computer” version boasts “16 customizable programs” and “high-precision output” — the same features dressed in tech-speak.
LOLA MullenLowe, the creative agency behind the campaign, calls it “satire, technology and a consumer experience all in one.” Notably, the campaign is running only in UK and European markets, where U.S. customs agencies have no authority.
“What started as an idea inspired by tariff definitions has become a global digital and influencer campaign, live now across the UK and Europe, and already causing a stir in both kitchens and international trade circles,” LOLA MullenLowe stated.
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