Oracle Dual Boiler
The Challenge
Breville’s Oracle Touch didn’t just set a standard, it created an entirely new category of automated home espresso, blending barista-level performance with automation for the first time. But Breville’s philosophy has never been about standing still - Improving, refining, and pushing boundaries with every new flagship.
The task: introduce the Oracle Dual Boiler as the next great leap — the ultimate evolution of the category Breville had pioneered and reassert its place as the global benchmark for coffee innovation.
The Insight
The breakthrough came from decoding a simple but powerful truth: coffee drinkers split into two behavioural camps.
- The Time-Poor Pragmatist → craves speed, automation, and consistency.
- The Passionate Enthusiast → seeks total control, café-quality at home, and mastery of every variable.
The genius of the Oracle Dual Boiler is that it was built precisely for this duality. With the ability to switch effortlessly between automatic mode and manual mode, it delivers café-grade coffee whichever side of the spectrum you sit on.
By aligning this behavioural truth with a tangible product feature, we unlocked a positioning no competitor could claim: Ultimate automation. Ultimate performance. A single machine designed to satisfy both sides of the coffee personality.
The Idea
We dramatised this duality as the creative heart of the relaunch: one flagship machine, two worlds of coffee brought together. The Oracle Dual Boiler became the endgame machine — satisfying both the pragmatist and the perfectionist. A single story, flexible enough to resonate in any market.
The Work
We built a fully integrated global campaign:
- Hero Films — cinematic storytelling of duality: effortless automation vs barista precision.
- Documentary — “Minds Behind the Machine,” humanising Breville’s innovation.
- Social & Digital — tailored content for every audience, from casual coffee fans to connoisseurs.
- Visual Identity & Photography — premium assets for retail, e-commerce, and paid media.
- Global Toolkit — 140+ creative assets across 80+ countries, giving local markets freedom inside a unified story.
The Go-to-Market Impact
By hardwiring behavioural insight into every touchpoint, the campaign achieved two things simultaneously:
- Reassurance for the mass buyer — speed, ease, and automation
- Aspiration for the expert — precision, control, and performance
Signalling “ultimate mastery in every cup”
This dual positioning created a single global flagship message that translated seamlessly across geographies — a rare balance of behavioural truth and scalable go-to-market design.
The Result
The Oracle Dual Boiler was re-established as the ultimate benchmark in home espresso and on a category level. The duality campaign reinforced Breville’s leadership in coffee innovation and showed that serious coffee deserves nothing less than the ultimate machine.
A Flagship Moment
More than a relaunch, this was proof of what happens when brand and agency work in true partnership. Together, Breville and The Cowboys set a new standard for flagship communications — a global idea rooted in human behaviour, executed with creative precision at scale.
