Our key hubs
Work
LBBO
Listen
To help De’Longhi work around US tariffs, LOLA MullenLowe renamed its high-end coffee machine a computer
Since April in the US, any machine that processes data, gives output, stores information, and runs programs has been exempt from tariffs by being classified as a computer. De’Longhi realised its coffee machines do the same. AND they make great coffee.
In its new campaign, created by LOLA MullenLowe, the team has renamed its high-end coffee machine a computer.
It’s a bold statement about innovation, precision engineering, and cultural commentary. It is satire, technology, and consumer experience all in one.
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.
Tomás Ostiglia, Executive Creative Director, LOLA MullenLoweThis campaign flips a business problem on its head and turns it into pure gold - an unmissable idea with the product right at the heart. It sparks conversation, gets the world talking, and puts the brand squarely on the map.
{"fill_in_all_required_fields":"Please fill in all required fields.","enter_valid_email":"Please enter valid email address.","something_went_wrong":"Something went wrong. Please refresh the page and try again.","token_has_expired":"This form has expired. Please refresh and try again.","must_agree_to_data_collection":"You must agree to our data collection terms to submit this form.","problem_with_submitted_data":"There was a problem with your form data. Please review your information and try again.","checkbox_icon_description":"checked checkbox","registration_successful":"Registration successful","thank_you_for_registering":"Thank you for registering for the report. You can now download the report.","download_report":"Download the Report"}