Espresso coffee is normally brewed using an expensive espresso machine or rarely in Asia, a stove top percolator. When Mileage Singapore was engaged to publicise Cafédirect’s 100% Arabica Espresso Coffee to a nation used to getting their cuppa off Nespresso machines or cafes, the team put on their thinking caps. The usual strategy behind a press release that expounds the beverage’s goodness expanded to hinge on the ease of making an award-winning espresso using just a cafetière or plunger.
With such an interesting perspective, the media and food bloggers not only carried reviews but also sought collaboration. A lifestyle publication took the product to a major food exhibition to promote magazine subscriptions. An F&B publication even asked Mileage to help pack them into 20 attractive hampers to be given out as prizes in a readers’ quiz for Mothers’ Day and Fathers’ Day.