DeLonghi appoints Brad Pitt as brand ambassador | Photo credit: DeLonghi

DeLonghi has appointed celebrity actor Brad Pitt as its brand ambassador to drive growth in its premium at-home coffee market. 
 

Pitt commenced his role starring in the company’s latest global communication campaign, 'Perfetto from bean to cup’, which launched last week. 
 

“Our Group has experienced extraordinary growth in recent years and the segment of espresso coffee machines for the households has taken on a central role in this expansion, accounting for more than half of our turnover today,” said CEO Massimo Garavaglia. 
 

“We believe that Brad Pitt is the perfect ambassador to tell the world about the spirit of the DeLonghi brand: bold and international but at the same time sophisticated and elegant, sensitive to issues of sustainability and a lover of art and design,” added Garavaglia.
 

DeLonghi Group continues to benefit from strong global demand for at-home coffee equipment. The Italian appliance manufacturer reported net profit of €180.8m in the first six months of 2021, up a staggering 319.5% on the same period in 2020. 
 

DeLonghi highlighted its coffee appliance products as key performers, with demand for super-automatic coffee machines above the group’s average in both quarters.