Extraordinary Cooking
Since 1970, Elica has been synonymous with design in the world of kitchen range hoods. In 2016, it expanded into the cooktop sector, offering induction solutions with an advanced integrated extraction system. Over the years, it has continued to broaden its product range, bringing innovation to kitchen appliances, and has embarked on a rebranding initiative to position itself in the broader cooking world.
2025
Challenge
Make the kitchen a place that can still surprise us.
Make the kitchen a space that continues to amaze us every day.
Elica wanted to go beyond its technical role related to extraction, aiming to become an inspiration for new culinary ideas. The brand needed an emotional narrative that shifted the focus from the product to the vision. Caffeina took on this challenge, focusing on imagination and design as the keys to reinterpreting the kitchen space.
Solution
Extraordinay Cooking
“Extraordinary Cooking” was born: a new positioning that reignites the magic of the kitchen.
The integrated campaign — TVC, digital, print, and social — centers around daily wonder and creativity, also highlighting the innovative features of Elica’s products. A story that engages and, most importantly, surprises.
Execution
An Extraordinary Campaign
A multi-channel creative ecosystem built to evoke emotion.
60”, 20”, and 15” TV spots; 5 digital videos; impactful print visuals; social storytelling designed to extend the daily experience of the “extraordinary”. Every touchpoint was crafted to communicate coherence, innovation, and design, adding value to the entire cooking experience.
