Lavazza has always been focused on innovative communications.
The campaigns run by the company during its early years were pioneering for Italy at that time. This was the result of Emilio Lavazza’s encounter with Armando Testa, one of the pioneers of Italian advertising.
Began in 1958 with the Paulista campaign, their collaboration moved from the old millennium into the new one, encompassing every possible style and artistic trend.
It now continues to evolve along traditional lines thanks to the Paradiso TV campaign, which is still being shown today on Italian television.
The journey of Lavazza Communications was also marked by attention towards internationalisation, with the company’s entry onto the worldwide market. These were the years when communications evolved and embraced new worlds with a great tradition, such as sport.
In fact, Lavazza is the only food & beverage brand that can boast exclusive sponsorship of all four Grand Slam tournaments, an initiative that reached its pinnacle when Andre Agassi returned to all the world’s courts as Lavazza Ambassador for the Slam tournaments.
And speaking of innovation, thanks to its partnership with the Guggenheim Solomon Foundation in New York and the Guggenheim Peggy Collection in Venice, Lavazza is today one of the Italian brands intertwined with one of the most important forms of communication and expression: art.
Tradition, communication and innovation. These are three pillars that have enabled Lavazza to also make its mark in the field of arts, culture and creativity. A longstanding commitment thanks to its famous Calendar produced each year in collaboration with the greatest international photographers, and the recent partnerships with the world’s most important museums.