"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."
De'Longhi rebranded a connected Rivelia coffee machine as a 'computer' to exploit U.S. tariff exemptions and to satirize trade policy. The move follows Donald Trump's April tariff announcements and a U.S. Customs and Border Protection notice exempting computers and smartphones from import duties. The UK product page lists two versions with different prices reflecting a 15% tariff on UK goods imported to the U.S. Feature descriptions use tech-speak to mirror regulatory language. The creative agency calls the effort satire and the campaign runs only in UK and European markets, drawing attention from consumers and international trade observers.
Read at Daily Coffee News by Roast Magazine
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