Since the beginning, marketing has been one of the crucial aspects of Hausbrandt Trieste 1892 S.p.A. Communicating the quality of the coffee through means other than the product itself was one of the Austrian Merchant Marine Hermann Hausbrandt's first insights.
Advertising therefore became the best way to create a strong bond with the client and to achieve this Hausbrandt focused on methods that were held to be the most valid of that time business letters providing information about the product, and price lists including references to the product's quality and authenticity.
The true insight, however, was to associate the coffee with a slogan that highlighted its quality. For this purpose, Hermann Hausbrandt chose “Specialità Caffè Hausbrandt”: a simple, direct motto, but one which very quickly became synonymous with the company itself, almost supplanting its real name.
The slogan was added to the coffee packages and placed on the first company vehicles, implementing an advertising campaign that was unheard of in that era and that soon made the name Hausbrandt synonymous with coffee.
After associating its product with the countless moments of the day, Caffè Hausbrandt explored new avenues, venturing into true marketing experiments. A prime example is the poster “Tre parole: Specialità Caffè Hausbrandt” (Three Words: Specialità Caffè Hausbrandt), featuring a small man wearing a turban and graphics that are completely different from those of “i momenti del caffè” (moments for coffee).
Advertising therefore became the best way to create a strong bond with the client and to achieve this Hausbrandt focused on methods that were held to be the most valid of that time business letters providing information about the product, and price lists including references to the product's quality and authenticity.
The true insight, however, was to associate the coffee with a slogan that highlighted its quality. For this purpose, Hermann Hausbrandt chose “Specialità Caffè Hausbrandt”: a simple, direct motto, but one which very quickly became synonymous with the company itself, almost supplanting its real name.
The slogan was added to the coffee packages and placed on the first company vehicles, implementing an advertising campaign that was unheard of in that era and that soon made the name Hausbrandt synonymous with coffee.
After associating its product with the countless moments of the day, Caffè Hausbrandt explored new avenues, venturing into true marketing experiments. A prime example is the poster “Tre parole: Specialità Caffè Hausbrandt” (Three Words: Specialità Caffè Hausbrandt), featuring a small man wearing a turban and graphics that are completely different from those of “i momenti del caffè” (moments for coffee).
This and other experimental campaigns, like the photographic image that contained the history of coffee, had brief life spans, but the success they had during the periods in which they were used was anything but trivial.
