Cannes Lions

Lavazza & Comedians in cars getting coffee

LAVAZZA, Turin / LAVAZZA / 2020

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Overview

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Credits

Overview

Background

America is a highly competitive coffee playground with dozens of coffee brands fighting for a place in the consumer’s memory. Lavazza, the Italian based coffee company, had the need to substantially grow in awareness and recognition while keeping an eye on the budget.

Strategy

The plan was to launch the show with a TV co-branded campaign that worked on the US major cities, maximizing the visibility in the early morning time (when coffee is mostly consumed) and being relevant in the prime time and late fringe (when the show is mostly watched). Supported by a digital campaign the worked nation wide.

The idea was to create a content that was organically in line with the show and at the same time relevant for the brand. The perfect mix.

Execution

The project included 24 episodes of the show plus 4 commercials (2 per year, over the 2 years of the show).

Each year a Lavazza branded commercial with Jerry Seinfeld and his guests was broadcasted to launch the show, along with a product stand alone commercial.

The tv spots were aired to anticipated the start of the season. In each episodes of the 2 season Lavazza branded products were displayed and Jerry and his guest could sip and enjoy a little taste of Italy.

Outcome

The project was created to raise awareness and make the Italian coffee brand more popular in the States. And well...it worked amazingly!! The figures rocketed, a small one digit number almost tenfold in a 6 months timeframe.

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