Two of Hollywood’s most recognisable stars have teamed up with Lavazza to launch its new global campaign and robot ambassador, Luigi.
The message of the campaign is ‘Pleasure makes us human’ and aims to remind people of the importance of appreciating moments and small pleasures in life, such as enjoying a cup of coffee.
“As home to one of the world’s most sophisticated coffee markets, Australians love to incorporate coffee into their days, however, often don’t allow themselves a moment to truly enjoy it,” says Marcus Lo Russo, Head of Marketing at Lavazza Australia.
“We hope our new brand platform and the loveable Luigi inspires our consumers to slow down and embrace the true beauty of a cup of coffee. We are excited to be launching a truly universal platform that strengthens our brand positioning across the globe.”
The robot will serve as Lavazza’s new icon and is a sentient coffee-making robot whose job is to serve his colleagues in the office. In the first advert, which includes cameos from Steve Carell and John Krasinski, the viewer sees a day in the life of Luigi as he witnesses the pleasure people experience while drinking Lavazza coffee.
“Today, Lavazza unveils a new strategic message that confirms its evolution towards a truly global brand with Italian roots,” says Carlo Colpo, Marketing Communication Director and Brand Home Director of Lavazza Group.
“Our narrative explores a timely topic using poetic storytelling infused with a gentle sense of humour meant to engage, entertain, and uplift our audience. This new platform celebrates the pleasure of human experience, finding delight even in the simplest moments – like enjoying a cup of coffee.”
According to the company, the new brand platform aims to reposition Lavazza as a coffee chain on a global level and will feature a multi-asset release led by a variety of introductory digital film and social cuts.
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