EMILIO LAVAZZA
An extraordinary captain of industry who devoted 50 years of exemplary leadership to the company.
1932
Emilio is born in Turin and was the first member of Lavazza's third generation.
He will marry Maria Teresa Rey and will have two children: Giuseppe (current Vice President and Marketing Director of Lavazza) and Francesca (current Corporate Image Director of Lavazza).
1957
Emilio Lavazza
Emilio Lavazza, Beppe’s son, has been with the company for several years. He is a strong believer in the power of advertising and therefore contacts the Testa Studio in Turin for a national billboard campaign. This marks the beginning of a long-lasting and important relationship, not to mention a strong friendship, between the Lavazzas — Beppe and Emilio — and Armando Testa.
With Emilio at the helm, the Group started to expand throughout Europe and around the world. Emilio firmly believed in taking on this business challenge, and today the company has 8 foreign subsidiaries and is present with its brand in more than 90 countries. Nevertheless, it has never lost its authentic Italian identity and has maintained its leadership on the Italian market.
1958
Lavazza and Testa, travel companions
The end of the 50's in Italy is distinguished by the economic boom, the desire for modern consumer goods and the establishment of a new means of communication: television. Carosello, a half-hour programme of TV commercials, is the most popular programme on state TV; what better test bench to create important new campaigns?
Emilio Lavazza believes in advertising and contacts the Testa Studio for a national poster campaign. Lavazza and Testa thereby cement one of the soundest and most profitable partnerships in the history of Italian advertising, still unchanged today.
1959-1960 Paulista coffee and the Caballero and Carmencita commercials
In 1958, Emilio promotes the launch of the Paulista product, pressurised vacuum-packaged in a tin. The launch is supported by the first unforgettable Lavazza advertising campaign: the adventures of Caballero and Carmencita, which indeed recall the character/product Paulista. The aim is to create a strong brand image that is not linked to the name Lavazza. Paulista becomes a character as well as an instantly recognised name and suggestive product and logo.
The whole campaign is one of the first examples of integrated communication.
1971
When his father Giuseppe dies in 1971, Emilio is appointed CEO of the Company.
1980
The new President of Lavazza is Emilio Lavazza, with Pericle's son Alberto as Vice-president.
1986 – 1988
Emilio Lavazza becomes chairman of EUCA (European Coffee Association) and ECF (European Coffee Federation), continuing the role — previously covered by Pericle — of selecting and purchasing raw material from producer countries.
1991
On 2 June 1991, he was named Cavaliere del Lavoro della Repubblica.
1993
In 1993, he was awarded an Honorary Degree in Business and Economics from the University of Turin.
1995
Lavazza 100th Anniversary
For Lavazza, 1995 is above all the year of its hundredth anniversary. On 22 and 23 June, the company celebrates a century in business. The celebrations start at the factory, when Emilio and Alberto Lavazza meet approximately 1,000 people: the entire history of the company is reviewed and the employees with 25 years of service receive awards. The next day at the Lingotto building, a gala evening is held with artists, important people and celebrities.
1998
Emilio Lavazza announces the Euro themes
Emilio Lavazza announces the imminent introduction of the Euro, defining it as a sort of "Big Bang" that the entire group must prepare to face: he comments, "We must consider Europe a domestic market with 290 million consumers. This will impart new thrust to the internationalisation process that, for Lavazza, has long been part of our strategic orientation."
2008
He became Honorary President in June 2008 and under his leadership Lavazza developed into a successful and world-renowned group that is now a leading name on the coffee market.
A model of keen sensitivity who was aware that the success of a company depends on the relationship it establishes with its employees, Emilio has passed a great ethical and human legacy on to his family and his company.
