Lavazza becomes “The Official Coffee of Wimbledon". Through engagement activities and café design, Lavazza can give a “buzz” to its brand to the 600,000 fans who attend the event and show how coffee is for Italians a chance of sharing and entertainment. The Baseline Cafeteria is enlivened by a video installation showing a tennis match between two cups and a coffee bean. Outside the gates is “The Queue”, the ticketing line of thousands of fans waiting long hours. Up and down the Queue promoters launch surveys via iPad and invite to play games such as “Racket Cup” and “Tennis Croquet”.

In less than 15 days a million coffee were served and Lavazza brand awareness among the Wimbledon audience (over 600,000 fans who attended the event) has more than doubled. The media coverage was very high: over 430 releases all around the world. Surveys registered a great appreciation for Lavazza’ presence at Wimbledon.