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Year after year: Lavazza's flair for advertising

Lavazza has always been a company with an innovative approach to advertising.
The brand image strategies applied by the company during its early years were pioneering for Italy, even at that time. Then came the real advertising era, when Emilio Lavazza joined the company and met Armando Testa, one of the pioneers of Italian advertising.

Their collaboration began in 1958 with the Paulista campaign, and has moved from the old last millennium into the new, encompassing every possible style and artistic trend.

Starting with the first Lavazza-branded bags, the TV commercials of the early "Paradiso" campaign, and the collaborations with leading photographers on the international Lavazza Calendars, the history of Lavazza communication tells of the unique understanding between an inspired, forward-thinking client and a creative, equally innovative supplier.

The result is a successful coexistence between two completely different genres: traditional Italian comedy as represented in the Paradiso campaign, and the international reach of the stylish Calendar campaigns.

When coffee is the real social network 2017 When coffee is the real social network


2017 also sees Lavazza continuing its move towards internationalisation, in communications as well.
The new Born Social advert wants to celebrate the beverage that best represents Italy and Italianness worldwide.

In fact, the campaign provides a perfect illustration of Lavazza’s social nature and the importance of the excellent quality of Italian coffee in everyday living, throughout the world.

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.


2017 Lavazza Calendar – WE ARE what WE LIVE 2016-2017 2017 Lavazza Calendar – WE ARE what WE LIVE


The portraits become a landscape and the landscape portraits. ‘We Are What We Live’ is the last journey of the trilogy of The Earth Defenders, conceived by Lavazza in collaboration with Slow Food.
This year’s scenario is Asia. Through the camera of photographer Denis Rouvre, it illustrates the profound relationship between the land and the people who live on it: a love for each coffee plant, the battle against a hostile climate, the desire to learn new techniques, the respect for traditions and roles, the union of different communities in the same corner of the world.


I’M BACK: Andre Agassi returns to the courts with Lavazza 2016 I’M BACK: Andre Agassi returns to the courts with Lavazza


30 August 2016. A date that will be remembered for a long time, an important date for the tennis world. In fact, 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 campaign that sees as many as 150 Eighties-style Agassi clones roaming the streets of New York, helping to create buzz and anticipation for Agassi’s evening appearance at the tournament.

A unique all-round experience. As well as the wandering flash-mob of 150 Agassis, the video of the ‘I’m Back’ campaign has been aired and an online platform has been set up to convey the news of the player’s great return and Lavazza’s presence at all four Grand Slam tournaments.


Lavazza closes the coffee circle 2015-2016 Lavazza closes the coffee circle


The journey undertaken by Lavazza in the sustainability field reaches an essential stage with the compostable capsule.

The Lavazza-Novamont expert team has directed its efforts to creating something that did not exist before, a product that can make a difference for the planet.

And it is thanks to the team’s work that every time we drink a cup of coffee we can also help the planet. In fact, the new compostable capsule is proof that Lavazza is actively supporting the zero-waste culture, educating people on how to emulate natural cycles, where waste does not exist but everything transforms into a never-ending future.



Game, set, match. Lavazza wins over the Grand Slam 2015-2016 Game, set, match. Lavazza wins over the Grand Slam


A match started in 2011, the year of Lavazza’s first official partnership at the Wimbledon tournament.
Roland Garros and the US Open were added in 2015. And in 2016, Lavazza finally vanquished the Slam with the Australian Open partnership and the chance of being awarded the title of “the world’s only food & beverage brand to sponsor all four Grand Slam tournaments.”

A five-year journey during which the coffee break came out on top amidst Wimbledon’s grass courts, in the land of tea, and has become a ‘ritual’ thanks to the excellence of the product and the impeccable service — a moment for socialising on a par with the traditional strawberries and champagne.

And in a short time, the Coffee Break has become a feature of other major international tennis tournaments, which can be seen as fully-fledged ‘social events’: events that are anticipated, followed and commentated at the pace of the winning strokes being played out on the tennis courts.



Coffee becomes art: Lavazza’s partnership with the Guggenheim Museum 2015-2016 Coffee becomes art: Lavazza’s partnership with the Guggenheim Museum


The combination of art and coffee has always been one of the mainstays of Lavazza’s world, starting with its famous Calendars. The journey into the world of culture is completing an important stage in a year that is proving to be crucial for Lavazza. In fact, the triptych of exhibitions dedicated to Italian Futurism, Alberto Burri and one of the founding exponents of Bauhaus, László Moholy-Nagy, has served to consolidate Lavazza’s role at the Solomon Guggenheim Foundation and the Guggenheim Museum in New York.

Lavazza is the official coffee of the Italian Pavilion 2015 Lavazza is the official coffee of the Italian Pavilion


“Feeding the Planet, Energy for Life.” This is the concept behind one of the most important events of the year: the Milan 2015 Universal Exhibition. An event intertwined not only with Italian and world food culture, but also with Lavazza’s founding principles — tradition, culture and innovation.

Lavazza is pleased to be the Italian Pavilion’s official coffee with a project focused on style, taste and passion: a real Lavazza Coffee Experience that the Italian Pavilion visitors can live also thanks to the creative concept designed by architect Fabio Novembre, in which the Lavazza cup becomes the recognisable core of the project from which everything unravels.

The aroma of coffee welcomes all visitors in a vortex of perfumes where words and images on LED displays turned into the Lavazza signature. A whirlwind of information and support allows visitors to make use of the space in ever-changing ways. A project that emphasises the typical feature of coffee, namely the sociable aspect. “Coffee is the prototype of contemporary social networking,” underlined Fabio Novembre, “a moment in space and in time in which to get together, and a personal and collective ritual inspired by discussion and sharing.”

A journey across Italy, to be lived through outstanding products from Italy’s various regions, with the aim of supporting culinary education and highlighting Italian traditions and identities: exclusive recipes that allow foreigners to discover Italian taste in a coffee cup and the Italian public to rediscover a wellspring of flavours on which to draw.

For the Turin-based firm, being the coffee of Italians has always meant — ever since the company was founded — not only celebrating its sense of belonging, but also embodying and sharing it as the foundation on which to grow and develop a skill-set capable of giving rise to a process of constant excellence in quality.

Coffee conquers space 2014-2015 Coffee conquers space


International Space Station, 3 May 2015 – Coffee calling Earth: the first espresso in space was drunk at 12.44 GMT today.

An espresso-wish finally fulfilled thanks to ISSpresso, the first capsule-based espressomaker capable of functioning in the extreme conditions of outer space. It has been installed and used on the International Space Station by Italian ESA astronaut and Italy’s airforce captain Samantha Cristoforetti, serving on the Futura Mission, the Italian Space Agency’s second long-term mission aboard the International Space Station.

Samantha Cristoforetti thus has become to all intents and purposes not just the first Italian woman to go into space, but also the first astronaut in history to drink an authentic Italian espresso in orbit. The ISSpresso project is an initiative by Argotec and Lavazza in a public/private partnership with the Italian Space Agency (ASI).

A real coffee break in space. The operations supporting the experiment have been carried out by the Argotec control centre and monitored by the Italian Space Agency’s control centres. The first espresso in space has been welcomed enthusiastically by the Futura Mission. The ISSpresso machine – which uses the same Lavazza coffee capsules found on Earth – has been designed and produced precisely to provide the same quality as an authentic Italian espresso in terms of crema, body, aroma and temperature. The beverage is thus brewed in micro-gravity conditions and has all the qualities of an Italian espresso. At the end of brewing, a new patented system ensures that the final part of the hydraulic circuit is clean, at the same time generating inside the ‘pouch’ – the space ‘cup’ – a small pressure difference specially designed to release all the aroma of the espresso coffee when the straw is inserted into the pouch.

The pouch is made of transparent material so that the crema may be observed directly and the fluid-dynamic experiment carried out to analyse the behaviour of the liquids at high pressure and high temperature in a space environment.

Dalla parte dei Difensori della Terra 2014-2015 On the side of the Earth Defenders

October 2014. The 2015 Lavazza Calendar “The Earth Defenders” produced in collaboration with Slow Food and signed by photographer Steve McCurry is presented upon the occasion of the Salone del Gusto and Terra Madre. The calendar immortalises everyday heroic stories in 12 shots: African men and women who, every day with courage, pride and hard work, defend ancient food traditions and contribute to the liberation of a continent through sustainable agricultural projects. To support heroes such as these, the Lavazza Calendar is being sold for the first time in a limited edition to fund the “10,000 Gardens in Africa” project. This scheme was set up with the aim of providing local communities with fresh and healthy food, but also to form a network of leaders conscious of the value of their own land and culture.

Sustainability takes centre stage in 2015, in conjunction with the Milan EXPO dedicated to the theme “Feeding the Planet, Energy for Life”. The Calendar’s spectacular images celebrating the Earth Defenders are the ideal icons for representing the activities of Lavazza and its Foundation during the months of the Universal Exposition. Selected as the Italian Pavilion’s Official Coffee, Lavazza contributes its excellent coffee and long experience in the field of sustainability and innovation. In the Italian Pavilion, it offers the public ¡Tierra! Intenso, the 100% sustainably grown coffee. In the Cascina Cuccagna in Milan, it also sets up the Lavazza Sustainability Hub, an educational greenhouse built according to bio-architectural principles, where Lavazza presents the first Italian compostable capsule for espresso coffee machines and visitors can take a close look at themes linked to the product’s end of life and the recycling of coffee grounds.

“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, designed by the Young & Rubicam agency and directed by Jean-Pierre Jeunet (the director of Amélie), tells the story, with a slightly magical flavour, of how the Company’s founder Luigi Lavazza came to discover the coffee-growing countries and develop 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.” The “Lavazza, There’s More To Taste” campaign is also developed in the press and on billboards with the shots of the Argentinean photographer Ale Burset, whose magical and artistic touch brings to life unexpected images with a huge visual impact.

Armando Testa remains the main agency for Italy and the “Paradiso” Campaign continues with the couple Enrico Brignano and Tullio Solenghi. In the “Sunday Lunch” episode, Solenghi dressed as Saint Peter invites Brignano to an occasion traditional not only for those in Heaven but for all Italians. In order to honour such an important event so dear to the family tradition in Italian homes, Brignano shows up with a blend that rises to the occasion: Lavazza Qualità Oro. Saint Peter is pleased and invites Brignano to bring the coffee blend every Sunday, but in an attempt to get out of the task Brignano finds himself with a more onerous job. In the “Small Things” episode, which marks the debut of the new musical theme composed and directed by Oscar winner Nicola Piovani, Solenghi and Brignano are involved in a game of misunderstandings on the topic of happiness. The misunderstanding is cleared up only when enjoying a small, but great, everyday pleasure such as Lavazza Qualità Rossa and both recognise that happiness lies in the small things.

The bond between Lavazza and great tennis — two worlds united by passion — continues and strengthens in 2015, thanks to an exclusive partnership with three of the four Grand Slam tournaments. After bringing the coffee break to Wimbledon in 2011, in 2015 the Lavazza espresso arrives at the clay courts of Roland Garros and amidst the stands of the U.S. Open, offering more than 2 million tennis fans the authentic Italian coffee in its sportiest version, created for those who want to enjoy the ritual of a good coffee without missing even just one stroke on the courts.

Confirming the special attention that Lavazza has always paid to art and visual communications, the Company has offered its support for staging the first retrospective monograph dedicated to Alberto Burri at the New York Guggenheim, “The Trauma of Painting” exhibited between October 2015 and January 2016. 


A Coffee in the Garden of Eden 2013-2014 A Coffee in the Garden of Eden



October 2013. Inspiring Chefs, the 2014 Lavazza Calendar, is unveiled: a landmark for lovers of fine art photography which, thanks to the famous portrait photographer chosen for this edition — Martin Schoeller — turns the spotlight on to the chefs, the people who make inspiration their mantra in the kitchen. Lavazza dedicates the whole of 2014 to these masters of culinary arts through a Calendar unveiled in Milan, at the presence of Italian and international journalists. The Magnificent Seven are Ferran Adrià, his brother Albert, Michel Bras, Massimo Bottura, Antonino Cannavacciuolo, Carlo Cracco and Davide Oldani. They are chefs and innovators who have all been won over by Lavazza coffee and have been reinterpreting it through their original creations for years.

“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, sets off, with a tray and a cup in his hands, from the café 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 typical of the Bel Paese, until he virtually delivers all these values to any house around the world. “From Italy with Passion” adverts have been broadcast on TV and online, and have appeared in the press, on posters and billboards.

The adventures of Lavazza Paradiso continue in 2014, with one important change. The “Giardini dell’Eden (Gardens of Eden) episode marks the return of a great character: Tullio Solenghi, the original ‘tenant’ of the heaven in the first Lavazza Paradiso campaign, takes on the role of St. Peter. His experience, dry humour and panache continue the tradition of Riccardo Garrone, the role’s previous star, to whom Lavazza extends its heartfelt thanks for the professionalism and passion with which he contributed to the Paradiso Campaign’s success. Previously, in the “Incantesimo Italiano” (Italian spell) episode aired in March 2014, Brignano made the audience laugh with a magical coffeepot and Lavazza Qualità Rossa.

For Lavazza, the Salone del Gusto and Terra Madre 2014 provide the opportunity to reiterate the company’s commitment to Africa and its support to environmental sustainability with a continued focus on quality. It represents the first step in the path leading Lavazza to the great Milan Expo event alongside Slow Food, thanks to a partnership which started with the very first Salone del Gusto in 1996. Visitors at the 2014 edition are immersed in the world of aromas and images created by architect Fabio Novembre and his studio, enjoying the conviviality of the coffee break ritual. This was a foretaste of Lavazza’s participation in EXPO 2015, which will revolve around the theme “Feeding the Planet, Energy for Life” and where it will be the official coffee served in the Italian Pavilion.

In 2014, Lavazza’s presence at Wimbledon continue to receive compelling support from effective communications with to the images created by Canadian Joey L., which greet Londoners in outdoor areas of the city during the tournament. The campaign features officials and honorary stewards portrayed with an espresso cup during breaks: a distinctive portrayal focused on values of shared community, authenticity, heritage and a century of experience that Lavazza and Wimbledon have in common.

The Sarete più famosi (You’ll be more famous) campaign, dedicated to café professionals and published online on the sector’s main magazines, presents the new Lavazza Professional proposal for baristas and Ho.Re.Ca. professionals.

Lavazza: A Worldwide Italian Good Morning 2012-2013 Lavazza: A Worldwide Italian Good Morning



In 2012, Lavazza confirms its collaboration with great chefs for top gastronomy projects: at the Milan Fuorisalone Lavazza Experience stand, the three renowned Italian chefs Massimo Bottura, Antonino Cannavacciuolo and Davide Oldani present the Web videos they each star in, recounting three different, very personal approaches to the A Modo Mio blends. The “Conversations on Flavour and Design Around a Cup of Coffee" event sees the three masters of Italian cuisine recounting how the search for quality and authentic taste drives their creative breaks: a way to surprise and be surprised, draw on the origins of ingredients and the soil, appreciate one’s own roots and discover the wonders of the world, working with passion and rigour. Each chef confirms that everything stems from an “A Modo Mio” creative break, lived differently.

There is no better way of waking up and saying ‘good morning’ than with a quality 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 new advertising campaign, created by Alberto Baccari and his team and launched on major US magazines, newspapers and websites. Lavazza’s intention is bringing a typically Italian daily ritual to the United States. Therefore, the integrated advertising campaign for the launch of the new products Gran Aroma, Classico, Gran Selezione and Perfetto paraphrases the name of ABC network’s well-known programme Good Morning America, greeting an Italian-style good morning to some of the biggest cities in the United States: “Buongiorno New York”, “Buongiorno Chicago”, “Buongiorno San Francisco”, to name but a few.

Also in 2013, for the third year running, Lavazza is the official coffee at Wimbledon. The New Tradition is the tagline of Lavazza’s outdoor advertising campaign which greets Londoners in the city’s famous Tube stations during the tournament. The campaign features the iconic faces of Wimbledon — the officials and honorary stewards — portrayed by the Canadian photographer Joey L. during their breaks from the daily pace of the tournament. Lavazza also launches the “Create your New Tradition” contest dedicated to the English residents and organised into two stages. Users have been invited to vote for the best Lavazza speciality in combination with a British tradition. Prizes include more than 350 iTunes cards and 100 Lavazza A Modo Mio Wimbledon Limited Edition coffeemakers. The theatrical presence and dry humour of Enrico Brignano continue to drive the Paradiso Campaign. Lavazza Qualità Rossa is the perfect blend in the Ritorno a casa (Back home) commercial, which reawakens happy memories. Lavazza A Modo Mio accompanies a passionate declaration under the stars in the Sposami (Marry me) commercial, whilst we discover that Lavazza Qualità Oro is Luigi Lavazza’s original blend in the Ricetta segreta (Secret recipe) commercial.



The first 20 years of the Calendar, the first 150 years of Italy. 2011-2012 The first 20 years of the Calendar, the first 150 years of Italy



Lavazza was a regular feature at the celebrations of 150 years of the Unification of Italy. The only official coffee at the Esperienza Italia 150 events was Lavazza, served in a special commemorative red, white and green cup, designed by Lavazza to mark the occasion. All seven of the exhibitions included in the celebrations were sponsored by Lavazza, including the remarkable tribute to Leonardo Da Vinci, the exhibition “Leonardo: the Genius, the Myth”.

2011 was also the year in which the Lavazza Calendar celebrated its 20th anniversary. Annie Leibovitz, Helmut Newton, Ellen von Unwerth, Ferdinando Scianna, Albert Watson, David LaChapelle, Jean-Baptiste Mondino and Eugenio Recuenco are a few of the great photographers who have worked together with the brand: Lavazza paid tribute to them with the multimedia project “Con te partirò” (an exhibition at the Triennale in Milan, a digital campaign and a photographic monograph) to celebrate the launch of the twentieth Calendar in October 2011.

For the occasion, Lavazza launched a photo- scouting initiative to find talented photographers to interpret the themes that marked the event: Travel and Seduction. The selection process was entrusted to well-known designer Fabio Novembre.

In the spring, Lavazza returned to Milan’s Salone del Mobile exhibition to partner the famous interior design magazine, “Interni”: At the “Mutant Architecture” exhibition held at Milan Università Statale, the real Italian espresso was offered to all visitors. The company also collaborated with architect Lorenzo Palmer on the installation “Lavazza Piazza Italiana”.

A Modo Mio goes to Hollywood: The ultimate espresso machine was featured in Paolo Sorrentino’s film “This Must Be The Place” together with Oscar winner Sean Penn.

2011 was also the year in which Lavazza became official supplier of the Wimbledon tournament. At last, players and spectators alike were able to enjoy a real Italian espresso.
The partnership was launched with and supported by an integrated advertising campaign, produced in collaboration with:

  • Armando Testa (who designed and produced the Lavazza and Wimbledon logo, a dedicated campaign and stop motion animation)
  • LBI Group Milano (digital marketing - minisite and the mobile app We are the Queue)
  • Promoconvention (management of the event and video contributions)

The 2011 Lavazza ad campaign at international level featured the world of Haute Cuisine: two undisputed stars of the calibre of Ferran Adrià and Antonino Cannavacciuolo, two different visions of food — groundbreaking innovation and strict respect for tradition — were harmoniously reconciled by the aroma of Lavazza.


The Paradiso campaign was updated once more, welcoming Enrico Brignano into its heavenly landscape. It was the star’s first appearance as a product ambassador in a TV commercial.
Brignano, at a particularly high point in his career, added the touch of novelty that was needed to continue the natural evolution of Italy’s longest-running and best-loved TV campaign.

The Paradiso campaign celebrated its 15th birthday 2009-2010 The Paradiso campaign celebrated its 15th birthday with a designer collection



5 years after the launch of the ¡Tierra! project, Lavazza renewed its collaboration with the famous photographer Steve McCurry. Three exclusive shots taken from the same project, documenting Lavazza’s continuous commitment to environmental and cultural sustainability, were put on show at his personal exhibition at the Palazzo della Ragione, Milan.

A Modo Mio is more than just a new home espresso system: It is also an innovative concept that stimulates the creativity of artists and designers alike. The famous cartoonist Giorgio Forattini was one such artist, who agreed to design a new look for A Modo Mio: The result was “Un caffè A Modo Mio”, eight vignettes for eight stickers that were exhibited on 2 July 2009 at the Palazzo Reale, Milan.


The Milan Fuori Salone, held during the Salone del Mobile, hosted the event “Lavazza Design Paradiso”: 10 talented Italian designers interpreted the icons of Lavazza’s “Heaven”, a fitting tribute to one of Italy’s longest-running TV ad campaigns.

At “Identità Golose 2009”, Lavazza presented Espoon, a perforated coffee spoon designed by the chef Davide Oldani, produced by the Lavazza Training Center. This incredibly simple yet effective utensil has been designed especially to stir in sugar without dispersing the heat of the coffee, and keeping the crema intact.

15th anniversary of the Paradiso campaign: more than 60 episodes featuring outstanding celebrity ambassadors converted a simple commercial into a don’t-miss event for millions of TV viewers. According to Giuseppe Lavazza, Vice President of the Lavazza Group, “Our Heaven is more than a campaign: It’s a concept that is dear to all of us, a key part of our brand image.”

Watch the Lavazza TV commercials.

The 2010 Lavazza calendar featured photographs by Miles Aldridge, under the creative direction of Armando Testa.

Lavazza returned to the Fuori Salone of the Milan Salone del Mobile with the exhibition “Design Machines”, and a book of the same name, edited by Virginio Briatore. The history of Lavazza’s art of self-made espresso looked back on three generations of home coffee machines, from 1989 onwards.

Design e alta gastronomia. 2008 Design and haute cuisine


A Modo Mio
also arrived in Heaven. Paolo Bonolis and Luca Laurenti presented the new espresso system in various episodes of this extra-long series.

Watch the Lavazza TV commercials. The 2008 Lavazza calendar and campaign featured photographs by Finlay MacKay.

Lavazza launched the competition “Un caffè con Carmencita”, linked to the legendary Carmencita coffeepot. Designed in 1979 by Marco Zanuso for Lavazza, Italy’s favourite mocha pot was given a new look for the occasion.

The contest lasted for a year, with the aim of finding a design for the new pack. It was supported by a full spectrum of advertising initiatives.

Lavazza put together a book-manifesto that celebrated Lavazza’s passion for design, through the icons of the company. It was edited by Virginio Briatore, and tells the story of how the company became a “factory of contemporary style”: not only did it manufacture products, but above all ideas, messages and lifestyles. To find out more, visit the dedicated section.


2008 was also the year of another publishing project: “Caffè in cucina”, published by Gribaudo Editore. The book transforms coffee into a star of the kitchen, and is a result of Lavazza’s passion for experimenting and venturing into new areas of taste. It featured recipes from 24 internationally-acclaimed Italian chefs, with a preface by Ferran Adrià.

Pure style and social responsibility: two sides of the same coin. 2003-2007 Pure style and social responsibility: two sides of the same coin



The synergies between the international campaign and calendar continued. The Lavazza ads and posters representing the increasingly well-defined, distinctive Lavazza style, were taken from the 2003, 2004, 2005, 2006 and 2007 calendars, featuring photographs by Jean-Baptiste Mondino, Le Gouès, Erwin Olaf, Ellen von Unwerth and Eugenio Recuenco.

The Lavazza Foundation launched ¡Tierra!:

  • a sustainability project aiming for social development and economic growth of the communities of small-scale coffee-growers. Starting with Honduras, Colombia and Peru, the project has now extended into Brazil, India and Tanzania;
  • a photographic reportage by Steve McCurry
  • a new premium coffee blend

Lavazza presented the ¡Tierra! Project at the Salone del Gusto.
The Bonolis / Laurenti duo continued to star in the Paradiso campaign, which now featured new characters and new adventures: a serial in its own right.

The return of Carmencita! The ultimate symbol of the history of Lavazza advertising, and the star of Carosello from 1964 to 1975, Carmencita returned to the small screen with a cult sitcom which ran for 12 episodes. AnticonformistNon-conformist, ironic, full of personality and humour, it was an original, effective way to get the brand talked about, the non-commercial context making it even more valuable. The sitcom also supported the launch of the Carmencita blend.
Watch some entertaining clips from the sitcom.

The Paradiso campaign introduced a series of new situations for the two “heavenly” stars, who treated their fans to a never-ending series of gags and one-liners.
Watch the Lavazza TV commercials.

Lavazza, vitality and joie de vivre through coffee 2000-2002 Lavazza, vitality and joie de vivre through coffee



Increasingly active in the field of international advertising, Lavazza was now targeting a wider public with a diverse range of consumption habits. The result was the concept for the 2000 campaign: “Get the best out of life with Lavazza, the Italian coffee”. The 2000 Lavazza calendar featured photographs by Elliott Erwitt.

The 2001 Lavazza calendar featured photographs by Martine Franck and Richard Kalvar.

A radical turning point for the international image of Lavazza, as it embarks on an exuberant, transgressive style. For the first time, the international campaign and calendar were based on the same strategy, and were entrusted to the same photographer, David LaChapelle.

The 2002 calendar was published in colour for the first time, and featured pictures created especially for the press campaigns. The vibrant, dynamic photos embodied the spirit of Lavazza, with the claim “Espress yourself”, which turns the concept of espresso — particularly abroad — into a lifestyle. In Italy, the Paradiso TV campaign continued with Paolo Bonolis and Luca Laurenti replacing Tullio Solenghi. The viewers’ experience was also enhanced and enriched by a series of interactive Internet-based games.

The Paradiso campaign, the global European campaign and “Segno Lavazza” 1995-1999 The Paradiso campaign, the global European campaign and “Segno Lavazza”



Without coffee you wouldn't even be happy in Heaven. This is the basic idea behind the new Paradiso campaign, starring Tullio Solenghi and Riccardo Garrone as St Peter. The directors included Gabriele Salvatores and Alessandro D'Alatri. Watch the Lavazza TV commercials.
Lavazza continued its commitment to international advertising:
  - In France with the poster campaign "Bel Canto".
  - In Germany, with the “Wie in Italien” (Like Italy) campaign featuring the star of the 1995 calendar, Maria Grazia Cucinotta.

Launch of Lavazza's first European-wide campaign based on the shared values of coffee and the brand (Lavazza is a “little sip of Italy”). The campaign incorporated 2 TV commercials and 4 press ads. The 1995 Lavazza calendar featured photographs by Ellen von Unwerth.

The new campaign dedicated to bars and cafes re-established Lavazza's leadership in the Ho.Re.Ca. sector. The payoff “Lavazza brings out the genius in you” brought together various aspects (quality, experience and training), presented by a "genial" barista, symbolising the encounter relationship between the company and its customers. The 1996 Lavazza calendar featured photographs by Ferdinando Scianna.

This year saw the launch of “Segno Lavazza”, a complete line of accessories and furnishings for bars and cafés, including cups and signage, based on a stylised “A” of the Lavazza logo. The project was intended to consolidate the brand’s identity and enhance its visibility in the Ho.Re.Ca. industry, by rewarding the professionalism of baristas and enhancing the customer experience. The 1997 Lavazza calendar featured photographs by Albert Watson.

This year saw the first press campaign for the Lavazza Espresso Point system, addressed directly at those who drink coffee at work: "The great espresso for small environments". The 1998 Lavazza calendar featured photographs by Marino Parisotto.

The 1999 Lavazza calendar featured photographs by Magnum Photos.

Arrival of the calendars, new product ambassadors and the international campaigns. 1993-1994 Arrival of the calendars, new ambassadors and the international campaigns



Lavazza inaugurated the prestigious tradition of designer calendars. In 1993 and 1994, the company called on the services of master photographer Helmut Newton.

After 17 years, Lavazza changed its advertising strategy, moving on from the Manfredi campaign. Four product ambassadors were chosen to avoid direct "confrontation": Luciano Pavarotti, Monica Vitti, Giorgio Forattini and Bud Spencer. Watch the Lavazza TV commercials.


Internationally, Lavazza developed different TV campaigns for each country, with the aim of raising the brand's expansion and awareness, again accompanied by the concept of Italian style:

  • Germany 1993-94 “Soul of Espresso”.
  • Switzerland 1993-94 “L'Italiano vero”.
  • France (1994): adaptation of the Italian Lavazza advertising campaign featuring Luciano Pavarotti and Monica Vitti.
  • United Kingdom (1994): “The Italian expression for coffee”.

For the away-from-home market, the "Sorriso" campaign was developed for press and radio, aimed at the general public and also bar staff: the “sorriso” (smile) spreads among bar customers thanks to a professionally-made espresso, and among bar staff thanks to the quality, service and professional support offered by Lavazza.

New products, new packs and new characters. 1978-1992 New products, new packs and new characters


The first campaign specifically targeting bars and cafes was published in daily papers and the trade press. The aim of the campaign was to create a "Lavazza Bar" image, by promoting the role of the barista ("Lavazza, for every barista in Italy").

This year saw the inauguration of the Locali Storici campaign, which developed the image of Lavazza Bar by associating it with the importance of coffee as a historic and cultural asset.

During this period the first international Lavazza advertising campaigns were launched through the press and on TV. The slogan immediately combined Italian style and espresso coffee, presenting Lavazza on the international scene as Italy's favourite coffee.

The Manfredi campaign evolved over the years, gradually introducing new ideas and new characters.

The Crema e Gusto product was launched, presented as always by Nino Manfredi, with a new catchphrase: “Crema e Gusto. Any time's the right time”. Lavazza was now the market leader in Italy.

Lavazza Club, “coffee in black tie”, was launched for the high end of the market: exclusive and sophisticated, starting with the name. Once again, the product was incorporated into the Manfredi campaign. Watch the Lavazza TV commercials of the Manfredi Campaign.

La campagna Manfredi. 1977 The Manfredi campaign



Lavazza changed 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 was ground-breaking: used on all the product lines over the years, it fulfilled the objective of focusing attention on the brand while still talking about coffee.
The campaign's slogans became common parlance, thanks to the winning lines:

  • Coffee's a pleasure, and if it isn't good coffee, what's the pleasure?
  • "Lavazza coffee, the more that goes down, the more it picks you up!"


The TV Lavazza commercials were backed up by press, radio and cinema campaigns.
Watch the Lavazza TV commercials of the Manfredi campaign.

Clear, concrete advertising 1970-1976 Clear, concrete advertising


Advertising now became more concrete and demonstrative, focusing on the products, quality, convenience and ease of use.


New products and specific campaigns were launched (Qualità Oro, Rossa, Blu, Argento, Caffè Espresso in Filtri, Grandi Auguri and Paulista).
The advent of the economic crisis, rising prices and the tendency of competitors to "downsize" the product gave Lavazza the idea of basing its advertising on transparency.
Watch the Caballero and Carmencita Lavazza TV commercials.


Paulista, what a campaign! 1959-1969 Paulista, what a campaign!



Lavazza experimented with the image of a strong brand, independent from the company's logo for the first time with Paulista coffee, ground and packaged in a vacuum-packed tins.


Launch of Qualità Oro, “the coffee for great occasions" and Dek, “decaffeinated, but delicious”: new brands for new markets.


Paulista became an essential feature of a series of comic-musical, cinema-style commercials made with the stop motion animation technique.


Paulista made its first appearance on Carosello with the cartoons, which had already been released at the cinema. Caballero Misterioso and Carmencita, with their rhymes and comical Spanish, instantly became household names: their adventures continued until 1975.

Watch the Caballero and Carmencita Lavazza TV commercials.


From the post-war period to Carosello 1946-1958 From the post-war period to Carosello



The Lavazza brothers launched the first branded coffee. The first Lavazza logo was created.

The first marketing action was 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. This was an important innovation, at a time when coffee was still sold loose.

The slogan of the first Lavazza campaign was "Miscela Lavazza... Paradiso in tazza” (“Lavazza… Heaven in a cup”).

When television was first introduced to Italy, the advertising show Carosello was the most popular programme. Lavazza made its mark, of course, with a long series of memorable TV commercials. Thus began the historic collaboration with the Testa studio.