Cannes Lions

CARMENCITA LAVAZZA COFFEE

ARMANDO TESTA, Milan / LAVAZZA / 2006

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Overview

Entries

Credits

Overview

Execution

First, Carmencita appears on a teaser site, then a press campaign in the entertainment pages of dailies, a radio campaign and merchandising.Time for the sitcom: twelve episodes aired outside normal advertising spaces, Fridays at 7.30 on Italia 1, the best youth channel, included in the official TV listings. “No heart without thorns” section appears on the site. Carmencita is consulted for advice and replies on the site or TV with a multi-subject campaign.

Outcome

The media investment for the Carmencita project is less than 4m euros (source: Nielsen net). This is a contained amount in relation to the results: just six months after the launch, the product achievedd 60% brand awareness.

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