Dallmayr Turns the Morning Coffee Into a 'Ritual' in a New Umbrella Campaign
Munich coffee house Dallmayr has launched a new umbrella-brand campaign, 'Jedes Mal besonders', that reframes the everyday coffee as a ritual to celebrate — across five TV and digital spots — a classic move to defend a premium price with meaning rather than discounts.
Coffee as theatre
Dallmayr unveiled its new umbrella-brand campaign, 'Jedes Mal besonders' ('special every time'), on 26 August 2026, with the lead TV spot premiering on 31 August. There are five spots in total across TV and digital: individual films for prodomo, Crema d'Oro, Home Barista and Röstkunst, plus one master-brand spot.
The concept centres on a coffee lover ritualistically preparing an espresso machine, built around the line 'You don't just make coffee. You celebrate it.' It is a deliberate elevation of a mundane daily act into something worthy of ceremony.
Why ritual is a premium-brand strategy
Turning consumption into ritual is one of the oldest and most effective ways to justify a premium. A ritual has value beyond the product itself — the care, the anticipation, the moment — and that added meaning is what lets a brand charge more than a commodity price.
For a heritage house like Dallmayr, competing in a market awash with cheap coffee and discounter own-label, the answer is not to fight on price. It is to make the experience feel special enough that price becomes secondary.
Structure that reinforces the brand
The five-spot architecture is smart: individual films give each product line its own moment, while the master-brand spot ties them together under one idea. It lets Dallmayr sell specific SKUs and build the overarching brand in the same campaign.
There is substance underneath the theatre, too. The push ties to seven new Specialty Coffees launched in 2025, each scoring a minimum of 80 out of 100 on the SCA scale — a credibility anchor that stops the 'ritual' story from feeling like empty ceremony. The campaign runs omnichannel across TV, streaming, online and social, led by CMO Caroline Epping.
What this means for marketers
The lesson is that meaning defends margin. If your category is being commoditised, the escape route is rarely a lower price; it is a richer story about why your product's moment matters. Ritual, care and craft are how premium brands stay premium.
But the story needs a foundation. Dallmayr's SCA scores are the proof behind the poetry. Elevate the experience by all means — just make sure there is a real quality difference to justify the ceremony, or customers eventually notice the gap.
Quick FAQ
What is Dallmayr's new campaign?
'Jedes Mal besonders', launched 26 August 2026 with the lead TV spot premiering 31 August — five spots across TV and digital, including individual films for prodomo, Crema d'Oro, Home Barista and Röstkunst plus a master-brand spot.
What is the creative idea?
Framing coffee as a ritual to celebrate rather than a drink to make, built around the line 'You don't just make coffee. You celebrate it.'
Is there substance behind it?
Yes — the push ties to seven new Specialty Coffees launched in 2025, each scoring at least 80 out of 100 on the SCA scale, anchoring the premium story in real quality.
Turning a daily habit into a ritual is one of the oldest tricks in premium branding, because ritual has value beyond the product — and that meaning is what lets you charge more than a commodity price. The key is that Dallmayr has the SCA scores to back the ceremony. Poetry needs proof. — Daniel Nikolla, Founder of Merx Marketing
Dallmayr shows how heritage brands defend a premium in a commoditised category — with meaning, ritual and craft rather than discounts — provided there's genuine quality underneath the story.
When your category gets commoditised, are you tempted to cut price — or could you defend your margin with a richer story about why your product's moment matters?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: about-drinks, Presseportal, Dallmayr.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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