Spinach Blog

Launching a brand in tough times

At Spinach we love great coffee and great examples of brand success in tough times so this story caught our eye. The iconic Moka Express coffee maker can be found in 9 out of 10 Italian households but it was launched during The Great Depression. Find out where it came from and the secret to it’s success.

In 1933, when Alfonso Bialetti introduced the Moka Express, Italy’s economy wasn’t doing much better than it is today. The Great Depression was in full swing, major banks were failing, unemployment was rampant and Italians were forced to curtail their spending. Like those of us who have limited our trips to Starbucks since the start of the current recession, the Italians of the early 1930s were easing up on their trips to the cafe. The Moka Express, a stovetop espresso machine that was meant for the home, provided both an affordable espresso and a beautiful object to make it in.

Read the entire article here...

FM

Monday, September 05, 2011 Permalink

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