Eureka, a global leader in innovative cleaning solutions, is redefining product showcases by taking its state-of-the-art technology to the streets of Berlin. Partnering with popular local cafés, Eureka transforms traditional demonstrations into immersive social experiences, merging innovative product features with real-world applications and community engagement.
IFA Café Collaborations: A Deep Dive from Kin Za to Café Dreikäshoch
In a remarkable fusion of innovation and community engagement, Eureka took its cleaning technology to the heart of Berlin’s café culture. This extension of their marketing strategy transformed the traditional product showcase into an immersive social experience, offering guests an authentic touch-and-feel interaction with Eureka’s products.
The initiative began at Kin Za, a renowned café and pub situated in the heart of Berlin. Known for its inviting ambiance and exceptional menu, Kin Za offered the ideal setting for melding cutting-edge technology with social interactions. Irakli Kemertelidze, owner of Kin Za, unequivocally endorsed Eureka’s NEW400, praising its practical utility for daily cleaning in the restaurant business. “I tried it now and I think it’s one of the best products what I saw, so it’s perfect for me – for the restaurant business, for the cleaning after every day,” said Kemertelidze, applauding the machine’s 2-in-1 capability for handling both wet and dry messes.
Broadening Horizons: Other Café Collaborations
Multiple venues were set up in collaboration with other distinguished local cafés such as Halou, Love at First Bite, Caphe HOA, Café Dreikäshoch, and Gönül Kahvesi. These venues, each unique in décor and clientele, offered a diverse range of environmental challenges for the NEW400 and e10s to tackle. In each café, the collaborative events featured interactive opportunities for the attendees, so guests could have the firsthand experience of operating these machines. Whether it was tackling fine pastry crumbs, absorbing spilled lattes, or picking up muddy footprints, Eureka’s products demonstrated their robust capabilities under a wide array of challenges.
But the true genius of Eureka’s strategy was not just in showcasing their products’ technical capabilities; it was in humanizing technology and turning what could be run-of-the-mill product demos into vibrant social events. Café visitors found themselves seamlessly transitioning from experiencing a live product in action to participating in a community gathering with fellow journalists. Far from standard corporate fare, these events were spirited, friendly encounters replete with laughter, intellectual discourse, and refreshments, thanks to the hospitality.
Cumulative Impact: A Win-Win for All
The café collaborations did more than simply demonstrate Eureka’s technological advancement; they brought the brand into the everyday lives of potential consumers. Café owners benefited from the spotlight, attendees enjoyed a relaxed atmosphere with free beverages, and Eureka harvested valuable, direct consumer feedback.
Through these partnerships, Eureka effectively broke down the wall between product and consumer, redefining the traditional approach to product launches. The result was a unique, multi-faceted event that spoke volumes about Eureka’s commitment to revolutionizing the cleaning industry without sacrificing user experience or community engagement.
Established in 1909 in Detroit, Michigan, Eureka has been at the forefront of cleaning innovation for over a century. With the goal of simplifying the everyday cleaning experience, the company remains steadfast in crafting efficient, user-friendly solutions that not only meet the current needs but also endure the test of time. Eureka’s products transcend mere tools; they are trusted household companions that bring a sparkling touch to homes.
About Eureka & Midea Group
Eureka is one of over 10 brands within the Smart Home Business of Midea Group.
Midea Group, established in 1968, is a leading global high-technology company ranked #278 on the 2023 Fortune Global 500 list, and one of the world’s largest home appliance manufacturing companies which businesses go beyond smart home appliances. In early 2021 the company streamlined its core units into five high-growth business pillars to pave the new future growth path: Smart Home, Electro-Mechanical, Building Technologies, Robotics & Automation and Digital Innovation.
All businesses of Midea Group are striving for one credo: #HumanizingTechnology
Midea Group’s globally 35 production centers and over 166,000 employees in more than 200 countries and regions generated an annual revenue of more than USD51.16billion in 2022. Its 28 worldwide innovation centers and the strong commitment to R&D have resulted in more than 62,000 authorized patents to-date.