Dolce & Gabbana and Bialetti make coffee culture the heart of a high-performing campaign

The goal: Turn luxury storytelling into lasting results

​S​team rises from a gleaming moka pot, painted in Mediterranean blue and white. The table is set for two. For Dolce & Gabbana and Bialetti, this is more than a morning coffee. It’s a shared ritual of beauty, taste, and connection.

When the two Italian icons launched their co-branded coffee pot collection, they set out to celebrate Italian artistry and coffee culture. The fashion house saw the campaign as an opportunity to tell stories that reflected their signature sense of luxury while delivering strong business results.

Dolce & Gabbana's media team worked with agency Incubeta and Microsoft Advertising to bring that vision to life. Together, they built a full-funnel strategy grounded in storytelling, data insight, and collaboration.

The solution: Craft a campaign as thoughtful as the collection

The team used a suite of Microsoft Advertising’s video, native, and search advertising tools to reach audiences at every stage of their journey.

Here’s what made the strategy stand out:

• Immersive video storytelling: Dolce & Gabbana used Video ads to showcase the collection's artistry through vivid imagery rooted in Italian aesthetics.
• Native ads in premium placements: Display and Native ads brought the campaign into high-quality editorial environments, aligning the brand’s message with content that resonated with luxury audiences.
• Precision-driven targeting: Using in-market audience targeting and historical performance data, the brand reached design enthusiasts, coffee lovers, and premium shoppers most likely to engage with the collection.
• High-intent search activation: A dedicated Search ads strategy captured bottom-funnel demand, turning awareness generated by video and native campaigns into searches, clicks, and site visits.

By blending creativity with data, the campaign reached new audiences while staying true to the Dolce & Gabbana brand.

The results: Building lasting connection through culture

The campaign drew people in and captured attention across audiences. Searches for Dolce & Gabbana increased more than threefold, while clicks rose tenfold compared with the pre-launch period. Even after the campaign ended, interest remained strong.

Brand lift studies confirmed that audiences who experienced the campaign showed higher recognition and stronger intent to engage. For Dolce & Gabbana, this was proof that storytelling and performance could coexist, preserving the brand’s luxury identity while deepening its connection with a style-conscious audience.

How you can achieve similar success

Here’s how other luxury brands can unite emotion with results:

• Start with full-funnel planning: Combine storytelling and performance tactics from the start to guide customers from awareness to purchase.
• Use data-driven audience insights: Align creative with audience intent to make every impression meaningful.
• Validate with measurement tools: Use Microsoft Advertising's lift studies to track impact and refine strategy.

Like Dolce & Gabbana, the most memorable campaigns blend beauty with precision. Talk to a Microsoft Advertising expert here to learn how to create timeless, high-performing campaigns.