Caffè Musetti is an iconic Italian coffee brand distributed across more than 60 countries. While their physical presence is strong, their digital presence hasn't kept up — especially in how they optimize for web traffic. Captiva partnered with Musetti's US-based team to build a strong digital foundation, improve visibility in AI-generated answers, and create a unified content ecosystem that supports distribution efforts.
Musetti’s digital footprint was fragmented across regions and distributors. Product descriptions varied widely, core brand language shifted from market to market, and the website lacked the structured signals AI systems use to form reliable answers.
To compete in an answer-first ecosystem, Musetti needed a consistent narrative and cleaner, model-readable content.
We rebuilt Musetti’s global website with updated architecture, faster load times, unified product data, and strong structured markup.
Outcome: ~40% faster performance and complete structured data coverage across SKUs.
Using Captiva’s testing engine, we ran thousands of prompts across ChatGPT, Gemini, Claude, and Perplexity. We identified missing entity links, unclear product attributes, and narrative inconsistencies that led to hallucinations and omissions.
Outcome: Major lift in how often Musetti appeared in recommendation and comparisons.
Our content audit revealed several issues:
We mapped these gaps directly to real prompt failures surfaced in Captiva’s testing engine.
From these insights, we built a structured content plan focused on:
Every piece was written and formatted to be model-readable: clear definitions, structured tables, consistent naming, and embedded entity relationships.
We generated:
Outcome: AI models began citing Musetti more frequently, using the correct brand language and returning accurate product details.
We published targeted content and media placements across social media emphasizing Italian heritage, quality, and global distribution. These articles served as strong external authority signals for AI systems.
Outcome: Broader citation network and stronger context around the brand.
These gains supported Musetti’s global expansion by making the brand more discoverable and more accurately represented across all major AI engines.
By building a social media content engine, building a modern website, correcting knowledge gaps, updating product-related data, and reinforcing brand through forward-thinking PR, Captiva helped Caffè Musetti achieve a clearer, stronger digital presence in the USA. The result is higher visibility, more accurate AI-generated answers, and a unified narrative supporting Musetti’s global distribution network.
In the first 6 months after deploying the new web experience and content engine, the results were clear and highly measurable. More than 78% of Musetti’s digital lead activity during this period could be traced directly to the refreshed content framework and improved visibility in AI-generated answers. Distributor inquiries increased noticeably as well, with a 29% jump in new market requests tied to markets where AI citation frequency had improved.
Operationally, the new content system created meaningful internal efficiencies. By centralizing product data and standardizing language across markets, Musetti reduced time spent producing or correcting distributor materials. Teams across marketing, sales, and export operations reported significantly greater alignment, stating they now had clearer, more consistent language to describe Musetti’s heritage, product lines, and global footprint.
This clarity strengthened internal coordination, improved how partners presented the brand, and ensured that AI systems finally reflected the same story Musetti had been telling for decades.
