Lavazza: When advertising makes history

Lavazza has always been a company with an innovative approach to advertising.

The brand image strategy applied during the years is a sapient blend of traditional Italian comedy and fresh, state-of-the-art vision.

Day after

day

2005 - Today
From the tennis fields to the world of taste, while reaching for the heavens, always mindful of our heritage. The passion for tennis, the work alongside master chefs, the blends that win hearts in the USA and the iconic Italian In Paradiso saga: the whole richness of Lavazza in a series of successful ad campaigns.
2017
Born Social in 1895

The new Born Social advert wants to celebrate the beverage that best represents Italy and Italianness worldwide. As Luigi Lavazza stated, “Coffee isn’t just something to drink, it’s not just a coffee, it’s a way for us to get together.” And this is why the Born Social advert talks about the universal nature of Italian coffee, which becomes a people connector, and the importance of socialising as an all-Italian value that the whole world recognises.
2016
A new star in Paradiso

The winds of change are blowing in Paradiso, thanks to a new flamboyant testimonial: the Italian comedian Maurizio Crozza. A bizarre architect who wants to renew the entire heaven, and a Chinese mogul aiming to buy the sky are only a few of the characters he plays in the Paradiso campaign.
2016

I’m back: Andre Agassi returns


The I’m Back campaign marks Andre Agassi’s official return to the US Open, in a charitable role and, together with Lavazza, a Grand Slam partner. An innovative campaig that sees as many as 150 Eighties-style Agassi clones roaming the streets of New York City, and a flash-mob of 150 Agassis. The video of the I’m Back campaign was aired and an online platform set up to convey the news of the player’s great return and Lavazza’s presence at all four Grand Slam tournaments.

2015
There’s more to taste

There’s more to taste is the invitation addressed by the 2015 international campaign to coffee lovers on the occasion of Lavazza’s 120th anniversary. The advert, directed by Jean-Pierre Jeunet (director of Amélie), tells the story of hos the Company’s founder, Luigi Lavazza’s, came to discover coffee-growing countries and how he started developing the art of blending. The outstanding narrator is Sergio Castellitto, who in the closing scene reveals the words that inspired the young and entrepreneurial Luigi Lavazza: “In life, there’s always something more to discover.”
2014
From Italy with passion

From Italy with passion is the international campaign dedicated to Lavazza A Modo Mio. The commercial shows the story of an Italian barista who, whenever hearing a Lavazza A Modo Mio coffeemaker being switched on, set off, with a tray and a cup in his hands, from the cafè at San Tommaso 10, in Turin, Italy, where Lavazza’s story began in 1895. The barista then walks through various Italian cities, gathering the experiences, smiles and flavours that are typical of the Bel Paese, until he virtually delivers these values to homes around the world.
2013

Buongiorno America!


There is no better way of waking up and saying ‘good morning’ than with an exquisite Italian Lavazza coffee. And not just in Italy. Since September 2013, the passion for coffee and Italian excellence has also reached American homes with a new range of blends. Buongiorno America: there’s a new coffee in town is the advertising campaign launched in major US magazines, newspapers and websites.

2012

Behind the apron

 

Lavazza confirms its collaboration with great chefs for top gastronomy projects: Massimo Bottura, Antonino Cannavacciuolo and Davide Oldani present the Web videos they each star in, recounting different and personal approaches to the A Modo Mio blends: the “Conversations on Flavour and Design Around a Cup of Coffee.

2012

Welcome Enrico


The Paradiso campaign is updated once again, welcoming Enrico Brignano into its celestial landscape. It’s the star’s first appearance as a product ambassador in a TV ad. Brignano, at the height of his career, adds a fresh, new take that propels the natural evolution of Italy’s longest-running and best-loved TV campaign.

2005

Carmencita 2.0


Carmencita returns to the small screen with a cult, 12-episode sitcom. Bold, ironic, full of personality and humour, it’s an original, effective way to raise awareness about the brand, with the non-commercial context making it even more valuable. The sitcom also supported the launch of the Carmencita blend.

New goals
1980-1999
Lavazza ventures out of Italy, bringing its message to the world: a message delivered by iconic stars like Luciano Pavarotti, Monica Vitti and Mariagrazia Cucinotta.
1995
The Paradiso campaign

Coffee makes everything better—Heaven too. This is the basic idea behind the new Paradiso campaign, starring Tullio Solenghi and Riccardo Garrone as St. Peter. The directors include Gabriele Salvatores and Alessandro D'Alatri.
1995-1999

Europe speaks Italian



Lavazza continues its commitment to international advertising:international advertising campaigns:
  - In France, with the Bel Canto poster campaign.
  - In Germany, with the Wie in Italien campaign.
Lavazza also launches its first Europe-wide campaign, connecting the brand to the values it shares with its country of origin, and presenting Lavazza as a little sip of Italy. The campaign includes two TV commercials and four press ads.

1993-1994

Italian espresso, European ads

Lavazza develops a variety of TV campaigns, with the aim of raising brand awareness and furthering its expansion. Once again, the theme is Italian style: in Germany, with the Soul of Espresso campaign; in Switzerland, with L'Italiano vero; in the United Kingdom, with The Italian expression for coffee.

1993-1994

A new testimonial


In France, Lavazza airs an adaptation of the Italian Lavazza ad campaign featuring Luciano Pavarotti and Monica Vitti. After 17 years with the great Nino, Lavazza changes its communication strategy. Four product ambassadors are chosen to avoid direct comparisons with Manfredi: Luciano Pavarotti, Monica Vitti, Giorgio Forattini and Bud Spencer.

1982-1992

Winning lines

 

The early international Lavazza press and TV advertising campaigns are launched. The slogan, Italy's favourite coffee, clearly connects Lavazza with the theme of Italianness. Just a few years later, the Crema e Gusto product is launched, presented, as always, by Nino Manfredi. This launch is accompanied by a new slogan: Crema e Gusto. Any time's the right time. Lavazza is now the market leader in Italy.

The early

days

1946-1979
Lavazza sets off on a pioneering exploration of the world of communication in Italy:
From its iconic logo, to the humorous Carosello, all the way to the choice of Nino Manfredi as the perfect ambassador for the brand’s values.
1977

Ladies and gentlemen: Nino Manfredi


Lavazza changes its advertising strategy in order to consolidate the brand, by using a new TV campaign format, adding the influence of brand ambassadors to support the narration: Nino Manfredi, a well-loved personality and a celebrity in the best sense of the term. Manfredi was the personification of Lavazza coffee until 1993.
The campaign's slogans became common parlance, thanks to the memorable lines:
Coffee's a pleasure, and if it isn't good coffee, what's the pleasure?Lavazza coffee, the more goes down, the more it picks you up!

1965

Carosello

When television was first introduced to Italy, the advertising show Carosello was the most popular programme. Lavazza left its mark, of course, with a long series of memorable TV commercials. The Paulista cartoons make their first appearance, and Caballero Misterioso and Carmencita, with their rhymes and comical Spanish, instantly became household names: their adventures continue until 1975

1959-1962

What a fragrance, amigos!

A poster with a South American feel, embracing the themes of coffee, warmth and love, launching the first industrially-produced coffee with nationwide distribution. Two years after its debut, Paulista’s charisma leads him to star in a series of comedy videos.

1946-1950

A new brand is born

The Lavazza brothers launch the first branded coffee. The Lavazza logo is created and a very important marketing action is taken: the decision to sell the Lavazza blend in pre-packaged bags, branded with the Lavazza logo, in order to advertise the brand's image directly. The slogan of the first Lavazza campaign is Miscela Lavazza... Paradiso in tazza. (Lavazza… Heaven in a cup).