WMF Professional Coffee Machines has been named winner of the 2025 German Brand Award’s ‘Excellence in Brand Strategy and Creation’ category.
The manufacturer launched its semi-automatic portafilter machine, the WMF espresso NEXT, in collaboration with German advertising agency Panama. The campaign featured German Olympic rhythmic gymnast Margarita Kolosov staging the machine alongside a precise, flowing dance performance.
Head of Marketing Germany WMF Professional Coffee Machines Axel Fähnle says the performance of Kolosov alongside the machine was designed to bring attention to the flawlessness and repeatability the brand expects from its coffee machines.
“Choreography is a process, and perfection is achieved when every step and sequence is performed flawlessly time and time again,” Fähnle says.
“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 recognised with the prestigious German Brand Award.”
The jury described the campaign as a “graceful performance” that showcased the combination of “technical perfection” and “emotional impact”, as well as a “consistent integration of visual and content-driven messaging”.
“The campaign impressively demonstrates how well-thought-out brand communication unites precision and aesthetics,” says the jury.
The award was presented alongside the German Brand Convention in Berline.
WMF Market Activation Manager Germany Sonja Koscuk says the brand elected to create an emotionally powered campaign to highlight the machine’s desired link between tradition and modern technology.
“WMF espresso NEXT combines the high art of traditional barista craftsmanship with the advantages of modern fully automatic machines,” says Koscuk.
“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 touch-points, from the website to events and trade fairs – most recently at the German tradeshow Internoga 2025.”
