Lavazza
Do you speak cafe?
Lavazza
Project overview
Brand challenge
Despite its authentically Italian heritage, Lavazza was not seen as “genuinely European.”
Barrier to overcome
While European cafe culture is built around savoring an experience, American coffee consumption is largely about utility - fueling up before you go do something else.
Our deliverable
An earned media creative territory that reenforced Lavazza’s Italian heritage.
Insight (Rogue planet)
The person I am on vacation is the best version of myself - and that person is mostly gone by the time I’ve cleared customs at home.
Creative mission statement (plan to land on the rogue planet)
Show that Lavazza is a direct flight back to the person you were when you were on vacation.
