By Patrick Avenell

SYDNEY, NSW: De’Longhi Australia has today released details of its Father’s Day coffee machine promotion, which has been specifically designed to drive sell through at retail level by adding more value to consumers’ purchases.

There are two key components to De’Longhi’s promotion: a gift with purchase offer to give more to consumers and an above the line marketing spend to connect with consumers.

Consumers who purchase any De’Longhi automatic coffee machine with an internal frothing device (IFD) will receive, via redemption, the Grande Pack. Consumers who purchase machines without an IFD will receive the Deluxe Pack.

The Grande Pack (RRP $299) includes a coffee canister, 2 kilograms of coffee beans, a Picardie Glass set, a descaler, Milk Clean accessory, Nokalk cleaner, a chocolate shaker and a Great Italian Coffee DVD.

The Deluxe Pack (RRP $149) includes a 1-litre frothing jug, 500 grams of coffee beans, a descaler, a Picardie Glass set and a chocolate shaker.

To promote its coffee machines for this gift-giving season, De’Longhi will be running a 3-week TVC campaign, commencing on 28 July 2010. It is a $1 million plus investment in above the line marketing, and will encompass both free-to-air and subscription television. De’Longhi said its target is to reach 10 million Australian viewers during this campaign.

[Wed 14/07/2010 02:41:00]

MOST POPULAR THIS WEEK

::	Samsung Galaxy Tab: the real iPad killer?

::	Acer reveals unique retail strategy for its new smartphones

::	Sony's new e-reader to go exclusive with booksellers

::	Narta told to consider becoming global buying group

::	A lesson in how to sell 3D, direct from Japan (with images)

HOT PRODUCTS

Nikon Australia introduces its much anticipated new entry-level Digital SLR Nikon Australia is pleased to announce the release of its newest DX-format digital SLR; the Nikon D3100. more»

Olin PVR Ready HD Set-top Box OLIN is proud to present the HD PVR ready, digital set top box. This feature packed gadget lets you enjoy all that digital TV has to offer on your existing TV set. As well as providing new channels, the PVR ready function allows you to record your favouri more»

SAP112-8 60cm Linear Pyrolytic Single Oven Smeg's 60cm new Linear Pyrolytic Oven is the must have kitchen accessory that has caught the kitchen and design industries attention. With innovative and unique technologies and functions that make cooking easier and more controlled. Every cooking creat more»

JURA Impressa Z7 This superlative, top-quality model makes the heart of even the most demanding coffee aficionado beat faster, and provides the thrilling experience of a full range of coffee enjoyment at the highest possible level. Variable, simple and individual. more»