Breville has partnered with creative agency The Cowboys to launch a global campaign for its latest espresso machine, the Oracle Jet. The campaign marks a decade since the introduction of Breville’s signature Oracle innovation to its coffee machine range.

The campaign, based on the 'Unlock the Pro Within' creative platform, targets consumers seeking to master specialty coffee at home. It's designed to hero the Oracle Jet's leading-edge upgrades designed to enhance performance, automation, and speed, enabling customers to achieve professional results.

"Our latest campaign with The Cowboys illustrates how consumers can enjoy the café experience in their own kitchen. With step-by-step automation and the innovative ThermoJet Heating System, specialty coffee is more accessible than ever before with The Oracle Jet," said Noel Burchill, Breville’s Head of Global Brand Strategy and Advertising.

The campaign will roll out in Australia, the US, Germany, and the UK, with localised versions in additional markets worldwide. It includes free-to-air TV, digital platforms, and social media, featuring short-form films focusing on key aspects of the espresso machine. Long-form content provides a deeper look into the machine's innovations and specialty coffee features.

The campaign also includes a documentary film 'Minds Behind the Machine', offering an insider’s view of the innovation process. Post-purchase videos provide how-to guides and maintenance tips for customers. The global launch is complemented with a suite of photography assets for in-store promotions and social media.

"For the launch, we aimed to capture effortless mastery. The barista apron is a symbol of expertise, and we wanted to highlight how anyone can seamlessly transition to achieving professional results at home," explains Jarrad Collings, Creative Partner at The Cowboys.

Breville has had a partnership with The Cowboys for eight years, and Burchill said the agency had consistently shown a deep understanding of its business and consumers.

"The agency's work on global product launches and category positioning has been excellent with a proven ability to transform complex technology into clear and compelling consumer propositions. We’re extremely pleased with this latest collaboration," he said.

The Cowboys is a creative agency based in Sydney and Adelaide and recently rebranded to its current name.