Sage Appliances

Launch Barista Touch Impress

The challenge 

In September, Sage Appliances, the high-end Australian brand of kitchen and coffee appliances, launched the innovative Barista Touch Impress. Knowing that an espresso machine can be complex, the brand created an appliance that guides you to the perfect cup of coffee, all in the snap of a finger. Not only that, but the device also introduced a new technology, which perfectly froths different types of plant and dairy milk based on their unique properties.  

Sage Appliances of course wanted to create a lot of buzz around this innovative appliance. Although the launch was still embargoed until September, the brand wanted to introduce the Barista Touch Impress in advance to long-lead media & influencers, to ensure enough (social) media buzz around the official launch. 

The work 

Our approach was strategically designed to kickstart the campaign, employing a soft launch event in early June. This event took shape as an intimate breakfast masterclass hosted at Antwerp’s cozy and inviting Black & Yellow Coffee Bar—a venue perfectly attuned to our objective of cultivating a warm and personal ambiance. We invited 10 coffee-loving guests – 6 press (ELLE, L’Officiel, Feeling, Trends Style, Flair and Fifty & Me) and 4 influencers, to meet the newest addition to the Sage coffee collection.  

The morning started with a lovely breakfast and, of course, a delicious cup of coffee, so that they were fully energized to get to know the ins & outs of the Barista Touch Impress. The demonstration of the appliance, done by the Sage team, showcased its simplicity, as well as the innovative aspect of the milk frothing technology. This was followed by the masterclass, where they got to practice hands-on with the appliance, after which they felt like true baristas. Afterwards, the guests were all sent the new machine, so they could brew the most delicious coffees at home, like the newly home baristas they now were. 

MMBSY organized the entire event, from location hunting to styling. We also took care of the creation of the save the date and invite, the actual invitation of our guests, and we of course also enjoyed being the hosts during the event. 

Following the event, we sent out a press release around the new appliance to long-lead food & lifestyle media, to ensure press coverage once the appliance officially launched. On the launch date itself, we of course sent it out to our wider database of food & lifestyle media titles. 

In addition to this press approach, we also set up an influencer campaign with 13 influencers (besides the influencers who went to the event), who all received a Barista Touch Impress. This resulted in some beautiful content and a lot of buzz around the new appliance.  

Sage (Soft) Launch
Sage - (Soft) Launch
Sage - (Soft) Launch

The results 

PR coverage 

  • 22 publications 
  • Reach: 7.780.427 
  • PR value: €239.002,50 

Social coverage

  • 102 publications (of which 8 publications about the event in June) 
  • Reach: 732.962 
  • EMV: €73.609