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GEISLINGEN/STEIGE, Germany – This year’s German Brand Award goes to WMF Professional Coffee Machines. Having won in the ‘Excellence in Brand Strategy and Creation’ category, the professional coffee machine manufacturer was honored for its technically and emotionally powerful campaign accompanying the market launch of the semi-automatic portafilter machine WMF espresso NEXT. “The campaign impressively demonstrates how well-thought-out brand communication unites precision and aesthetics,” said the jury.
A thoroughly successful campaign
Described as a ‘graceful performance’, showcasing a combination of ‘technical perfection’ and ’emotional impact’, as well as a ‘consistent integration of visual and content-driven messaging’, the jury’s verdict of this year’s German Brand Award is clear: the ‘Coffee culture’s new choreography, perfect repeatability turned into art ‘ campaign for the market launch of the WMF espresso NEXT not only creates a consistently harmonious and sophisticated brand presence, but also excels through its strategic clarity and powerful execution.
This makes it the official winner in the “Excellence in Brand Strategy and Creation – Brand Communication – 360° Campaign” category. The award-winning campaign was developed and implemented by WMF Professional Coffee Machines in collaboration with the German advertising agency Panama.
Coffee culture’s new choreography
With its global campaign, WMF Professional Coffee Machines is spotlighting its state-of-the-art WMF espresso NEXT portafilter machine. Olympic athlete Margarita Kolosov stages the machine as a veritable showpiece with a dance performance whose precise, flowing movements reflect the machine’s perfectly repeatable processes.
Axel Fähnle, Head of Marketing Germany WMF Professional Coffee Machines, explains: “Choreography is a process, and perfection is achieved when every step and sequence is performed flawlessly time and time again. In this way, our campaign combines coffee art, technology and emotions in a completely new way. We are delighted that this unconventional approach has now been recognized with the prestigious German Brand Award.”
Sonja Koscuk, Market Activation Manager Germany, adds: ‘WMF espresso NEXT combines the high art of traditional barista craftsmanship with the advantages of modern fully automatic machines. We knew that to authentically convey this unique combination, we needed an equally special, emotionally powerful communication approach. With this in mind, we implemented a stringent approach across all touchpoints, from the website to events and trade fairs — most recently at the German trade show Internorga 2025.”
An eye-catching award
The German Brand Award is one of the most widely recognized marketing awards in the German-speaking world, attracting increasing international attention. The winning category, ‘Excellence in Brand Strategy and Creation’, honors outstanding campaigns, concepts, and strategies. This year’s awards ceremony took place alongside the German Brand Convention on 26 June 2025 in Berlin. All of the award-winning entries can be viewed at https://www.german-brand-
