Background
Everyone knows that Lavazza is the historic leader in Italian coffee marketplace, but it is not yet established as the richest and most complete coffee system in the world.
Problem
Abroad, everyone expects an Italian coffee brand to produce only the traditional espresso. At the same time, foreign consumers are not only passionate about espresso, but explore coffee in all its varieties and preparations.
Challenge
Communicate globally Lavazza’s mastery in creating different forms of coffee, while claiming its own excellence in the classic Italian espresso.
Big Idea
“MORE THAN ITALIAN”