/ LAVAZZA
WE'RE introducing americans to ITALY'S FAVORITE COFFEE
What happened to coffee? Luigi Lavazza poured passion into perfecting his process of roasting perfectly balanced coffee. Today, the coffee aisle is saturated with over-processed coffee that begs the question, "Is it still coffee?" We're reintroducing America to the authentic Italian coffee that Italy has called their favorite for generations. Lavazza - The Italian Standard since 1895.
Bringing Luigi Lavazza's passion to American shoppers
We broke through the clutter of mediocre coffee brands and engaged shoppers with unique in-store displays and unexpected brand experiences on their morning commute to work.
EXPERIENTIAL
VIRTUAL BARISTA
We upgraded the morning commute with a virtual barista experience in targeted urban markets. Once a drink of choice was selected, a live barista in our Torino shop poured the drink right into a to-go cup. A drink sleeve with coupon drove shoppers to local stores.
IN-STORE
CAFE AWNING
Winning at shelf was a priority for connecting with shoppers on auto-pilot. Our iconic blue café awning helped bring the Italian experience to the American grocery store and woke up shoppers with a new destination in the coffee aisle.
SOCIAL
MYSTERY BLOGGER KIT
We targeted unsuspecting coffee influencers with a mystery blogger kit, reaching millions of coffee lovers looking for a more authentic cup of coffee. Scroll down for the details on how we brought Italy's favorite coffee to America's social influencers.
Socializing Content:
CREATING BRAND ADVOCATES
/ MYSTERY BLOGGER KIT
WEEK 1
MYSTERY COFFEE RECEIVED
Bloggers received a mysterious box of unmarked Lavazza coffees.
WEEK 2
BLOGGER REVIEWS
Reviews and tasting notes of the coffee were shared online and on social media channels.
WEEK 3
THE REVEAL
After 2 weeks, bloggers received a plain white mug with instructions to fill the cup with fresh, hot coffee to reveal who it came from.
