As its customers aged, sales dropped for Medaglia D’Oro Italian-style espresso. New ownership understood that the market was now dominated by baby boomers and called in Block & DeCorso to perk things up. Our new brand promise “Some traditions stay fresh for generations,” capitalized on the brand’s heritage. We utilized original 1940s-50s photography of traditional family

events, evoking an appreciation for MDO beyond quality and taste. The integrated effort blanketed Metro New York with print, outdoor, radio, sales promotions, coupons and PR. The campaign won a coveted Graphics Design award. More importantly, the month-on-month sales rose 24% in October, 68% in November, and 202% in December. Now that’s really perking things up.