2. Lavazza is seeking a creative partner
in the US to evolve their creative
communication platform, drive brand
awareness and build consideration
among its target consumers.
Campaign ideas should have a
creative lenses that is not only
centered on the art of coffee but
align with the the brand’s values and
identity.
The ASK
3. (How will we utilize Lavazza’s brand architecture as bridge
that connects to the American consumer)
Brand Vision
We’ll make every coffee moment a celebration of the Italian way of life
Brand Promise
We are Lavazza, a true Italian family and we will believe that coffee is something
special. When it is cherished, it gives back the full taste of life.
4. Our role is to inspire coffee lovers to express their passion for life, to seize the
moment and inspire them to have the experiences they deserve.
As appreciating coffee means appreciating life.
5. How our guiding principles will define how we
show up in the world
Lavazza is a premium smiling brand
At every touch point the
brand is connecting to
the beauty of life
Expressionist
Unwavering facilitator of (coffee)
moments that inspire enjoyment,
reflection, and optimism
Inspirational
To be the innovator that accepts new
challenges with the understanding that
everyone of us have a distinct part within
ourselves that makes us stand out from
each other.
Connettore
(Connector)
6. (Our Answer) How will bring these principles
to life
Expand
Insight: Lavazza’s core business is to bring the brand into new era of growth
Action: Be the first thought when our audience thinks about coffee
Increase
Insight: Become a part of the stories and experiences that inspire them
Action: Brand perception (via niche storytelling)
Develop
Insight: Be the reflection of the hope and beauty that brings a touch of optimism in the world
Action: Tentpole campaigns that are socially relevant and resonate with consumers
7. The Challenges That We Need To Overcome
The increase in home coffee
consumption is on the rise,
however, experts have noted this
will be challenged as remote work
comes to an end.
Cultural Changes Competitive edge
USP or
Specialty coffee is more likely to
be drunk outside of home, and
later in the day.
Specialty coffee is more likely
than traditional coffee to be
prepared out-of-home in places
like coffee shops (13%) and
quick-serve restaurants (6%).
USP or specialty offerings
Consumers will often aim for
connivence rather then
brand loyalty or preference
if there is a lack of a unique
offering. Imported coffee isn
Consumers’ motivations,
responses and taste
experiences in regard to
coffee are greatly influenced
by their brand expectations
and assumptions if the
connection between the
Brand Identity and
Emotional connection
The competition currently
operates out of convenience
(instant coffee, gas station
coffee), juvenility (Starbucks),
or tools to make the product
feel upgraded (Keurig +
espresso machines).
8. In order to overcome these challenges, it’s often insightful to take a nod from similar import
categories that have been successful at ‘solving the problem’.
Insight:
Consumers often in search of an elevated experience and are willing to
spend more on brands that complement their lifestyle choices.
A Nod To Similar Categories Solving The Problem
Corona
Find Your Beach
Dos Equis
Keep It Inersante
Stella Artois
Invest Your Heartbeat In
The Life Of Artois
Modelo
Fighting Spirit
Heineken
Keep your friends close
and your drinks closer
1 2 3 4 5
9. CV
CV
CV
A nod to other categories,
who’ve over come similar
challenges (the stats)
Americans are world travelers, whether for
business or vacation. During their travels
they have the opportunity to get a taste of
the finer things in life, and besides coffee
that often includes beers
Bigger brands like Heineken have
returned to growth as consumers
seek reliable brands to
consume at home
CV
Millennial and multicultural
consumers (who have or will reach
legal drinking age) are more likely
to equate cost with quality and
shop the upscale import segment
where quality, variety and image
play a key role.”
Super premium brands are close in price
to the imports, prompting most
consumers to splurge on a ''real’’
Millennial and multicultural
consumers have a strong
appreciation for higher-quality
products that elevate their
experiences and are willing to
spend more on brands that
complement their lifestyle..
With craft beer struggling due to on-
premise restrictions, imported beer
has benefited as consumers continue
to seek high-end products.
Imported beer brands innovated
around packaging, and have had
a stronger and adjusted
approach to the increase in at
home consumption
Like other beer segments, import
beer brands also are taking steps
to align with consumers health-
and-wellness goals.
Like the coffee industry there is
large tie in preference within the
Hispanic and Latin markets in both
a target demo, consumer
preference, and category growth
Imports as a whole appear robust,
but one segment leads the rest:
10. The Strategy Elevate a conversation that centers around the importance of
individuality, self expression, and attainable luxuries.
They are exploring and experimenting as they are trying to upgrade
themselves holistically and therefore the desire to level up these
experiences have become more a mindset rather then a life stage.
11. The Strategy
The pandemic accelerated culture experiences and made them more
accessible. Consumers are now in search of an elevated experiences and
are willing to spend more on brands that complement their lifestyle
choices.
Elevate a conversation that centers around the importance of
individuality, self expression, and attainable luxuries.
Although our audience have felt lonely and overwhelmed over the last year,
relying on their community and embracing small, meaningful moments have
enhanced their lives.
The Touchpoints of Engagement
They are exploring and experimenting as they are trying to upgrade
themselves holistically and therefore the desire to level up these
experiences have become more a mindset rather then a life stage.
15. Individuality
HIGH-LEVEL DISTINCTIONS
FOCUSED
PORTFOLIO
WIDE
PORTFOLIO
Utility Quality Artisan
Experiential Consumer Centric
Product centric
LOW- LEVEL SIMILARITIES
Brands that offer consumers the power to explore their
creative individuality tend outsell the competition.
For brands, staking out a position and standing for
something is as important now as it ever was. Which
means resisting the temptation to try to be all things to
all people is key.
Instead of persuading consumers to subscribe to the
specific attributes of a coffee brand, why not lean into
Lavazza’s core values that reflect the importance of
individuality, creativity, and expression. Everything the
creative connoisseur holds dear.
Americans know coffee as a utility; but Lavazza can an
provide an experience.
17. Connecting To The
Creative Connoisseur
Segment 1: Culture Cravers (Gen Z)
• Looking to feel sophisticated and differentiated
• Seek connection to experience/community that is
bigger than them
• Influence by badge value –want to be in the know
and feel like they’re know something others don’t.
Segment 2: Coffee Enthusiast (Millennial+)
• Utilitarian by nature and looking to get the most out of their
purchases.
• Live on the go and need to be confident and when choosing
brands.
• See convenient but elevated brands – ones that feel both
attainable and aspirational.
Both segments share a similar mindset and willingness to explore and
experiment if it levels them holistically!
This mindset and desire to up-level up means that Lavazza is an ideal scenario
to focus on the mentality of consumers rather than their life stage.
18.
19. The Opportunity
Consumers often in search of an elevated experience and are willing to
spend more on brands that complement their lifestyle choices.
The target audience has felt lonely and overwhelmed over
the last year, relying on their community and embracing small
yet meaningful moments that enhance their lives
20. The Opportunity
The pandemic accelerated culture experiences and made
them more accessible. Consumers are now in search of an elevated
experience and are willing to
spend more on brands that complement their lifestyle choices.
Elevate a conversation that centers around the importance of
individuality, self expression, and attainable luxuries.
Although our audience have felt lonely and overw
the last year, relying on their community and emb
small, meaningful moments have enhanced their
Reasons to believe
Americans know coffee as a utility; Lavazza wants to
experience
Being confined to their homes, the pandemic has brought
people further trying new things ( often outside of their
comfort zones, adding to a sense of elevation and purpose.
This is a mindset, and the desire to level up is starting at a
younger age and desiring a behavior mindset and not an age.
22. TODAY. The American dream has shifted, and consumers are in
greater search for experiences that impact their growth, allow them
seize the moment, and most importantly allow moments for creative
exploration.
Telling The Story
We want to share with the world the infinite palette of coffee
experiences we can imagine with our passion and expertise on
coffee
We are a premium smiling brand
Celebrating the italian lifestyle with every cup of coffee
Passiomn for quality eberything thing they do is rooted in
beauty, culture, prestige and hard work
But we are more than Italian, respecting and embracing all the
cultures of the world.
23. TODAY. We are telling a different story. A story where newer
generations are opting for experiences over the accumulation of
things. An impartial part of the American dream, consumers
demand more of a say and look for opportunities to seize the
moment.
With the recent pandemic further pushing people to experience all
life has to offer, a transition of acquiring things is no longer dictating
class or status in life.
With millennials in Gen-Z at the helm of this transition, creative
exploration over monotony enjoyed experiences over things, and
access over ownership has developed these audiences into modern-
day alchemists, change-makers, and creative connoisseurs ( even
when stuck at home during a global pandemic).
This need to explore and evolve is reflective in every angle of their
lives, including the products they consume, and coffee is no
exception.
Telling The Story
25. It is at no surprise that the pandemic has caused many across
the world to change every major aspect of their lives.
-
And although it has caused a negative impact, there has been a
rising trend regarding the unexpected upside. With many
consumers describing a slower pace of life, new hobbies, more
time to get things done around the house or the freedom to
simply relax in ways that were not possible in the pre-pandemic
era.
-
This rising trend has been specifically highlighted with younger
and more educated Americans, who are more likely to mention
the ”silver lining”.
33% of Americans mentioned positive impacts
to their relationships, including being able to spend
more time with spouses, children or other family
members who no longer must spend their days at
work or school and being able to try new things.
The Unexpected Upside
26. QUALITY // UPLEVELING
Indulgent Spending
Making more meals at home expanded palates with new flavors
gravitated toward premium items as an indulgence or healthier option
during the coronavirus pandemic
Self Care
Rise of supplements, skincare, and beauty products, that satisfy a
sense of up leveling and self-care
Trial By Error
TikTok inspiring impulse buys and the openness to try new things and
gravitate towards premium products
FUNCTIONALITY // PRACTICALLY
Homebody Economy Persists.
Consumers and employers are adjusting to a “next normal” in remote
work models., which an increasement of hybrid work models
Investment In Home As Well As Self
Economists see a corresponding shift in purchases and investments
focused on home-based working and living.
Purpose-driven Alignment
30 to 40 percent of consumers continue to switch brands or retailers,
driven primarily by younger consumers seeking value, combined with
greater emphasis on and quality.
With consumers having so much time on their hands, two unexpected worlds have merged; allowing
consumers to combine practicality and up leveling in unique and creative ways.
Utilitarian +
27. This shift has propelled consumers into becoming creative connoisseurs; who are
in constant transition to not only up level themselves but bring them further down
the line in their adult journeys
In turn, acquiring new skills that make them feel like they’ve up-leveled,
upgraded, or improved their life has becoming a driving force in their decision
making
Because these things aren’t universally easy to achieve, milestones such as
graduating college, opening a business, buying their first apartment/home/car,
securing their first salary job, acts of kindness or even doing something nice for
themselves are openly expressed and celebrated.
The pandemic has accelerated a trend of of driving a combination of functional + quality driven
behaviors within consumers
An Accelerated Behavioral Trend
29. People Are Trying New Things They Haven’t Before, And
Coffee Isn’t Excluded From That.
The Silver Lining
27% of consumers
tried a new coffee
brand during the
pandemic (people
holding coffee
brands
22% of consumers
made specialty
coffee drinks at
home during the
pandemic (TikTok
whipped coffee and
Starbucks drink
hacks)
13% of consumers
purchased an
entirely new coffee
appliance during the
pandemic
(#coffeebar on
TikTok, compilation
link lower in
presentation
Gen Z's preference,
particularly as it
pertains to cold
drink, which are
predicted to re-
shape the coffee
market (w/iced
coffee)
Mintel 2021
30. This commonly being seen in both Gen Z AND millennials
audiences. Further conveying that:
A Desire To Up Level Isn’t A Life Stage- It’s A Mindset.
31. Utilitarian+ Shoppers
Their creativity allows them to overcome obstacles
and constantly innovate their lives and the world
around them.
Which allow them to create their own opportunities/alternative solutions
instead of *waiting to earn it.*
Which allows them to acquire attainable luxury
Therefore making them creative explorers innovators
32. So how does Lavazza connect to this
consumer
This tension points and comms barriers
• Tension for coffee industry is that a lack of speciality will begin to affect brand loyalty and preference
• B/c Starbucks has monopolized making coffee personalized, fun, and sugary options
• Even for coffee lovers, they’re reducing their intake for health
• Commuter states/occupations coffee drinkers may be drinking less while non commuter states/occupations may be
drinking more
• Coffee on-the-go and iced coffee are becoming increasingly popular significantly in Gen Z audiences
• Artisanal inflation of coffee (the history of that: coffee shops, insta coffee, Starbucks, etc, etc)
Solution to all of this is to show Lavazza is multifaceted, versatile, and here to be an upgrade to their
consumers’ coffee experience and lives
33. Key insight/RTB
The desire to uplevel isn’t a lifestage— it’s a mindset.
The pandemic has brought people into further trying new things ( often outside of their comfort zones, which adds a sense of elevation and purpose.
Target market is in constant transition into their journeys to “adulthood”, meeting benchmarks or acquiring new skills or levels that make them feel like they’ve
upgraded (graduating college, opening a business, buying their first apartment/home/car, securing their first salary job, etc)
35. Luxury has been redefined or co-opted and no longer
is confined by a price point
Even without having access to luxury stores or experiences, people are
creating their own ways to enjoy luxury on their price level in DIY projects,
unconventional product uses, or repurposing the items they already have.
(show visual examples and stat of that such as diy, ikea hacks, food hacks, coffee hacks)
36. People are looking to have cultured experiences even with limitations
Being confined to their homes, the pandemic has brought people further
trying new things ( often outside of their comfort zones, adding to a sense
of elevation and purpose.
Examples to be turned to stats:
● Cooking at home expanded palates and increased interests in new recipes and more premium products
● People wanted better for themselves
○ Health
■ Supplements & workouts
○ Beauty
■ Skincare products and routines
■ Self-grooming (makeup, hair, nails, etc)
○ Mental
38. First, a closer look at the market
The societal changes brought on by
pandemic has directly benefited the
coffee market.
Within the next year, at home coffee
consumption will rise due to the rapid
adoption of remote work, and
increased time spent at home will
drive demand for premium home
coffee experiences.
80% plan to allow
employees to work
remotely at least part
of the time after the
pandemic, and 47%
will allow employees to
work from home full-
time.
39. The pandemic brought strong growth for the coffee market as consumers tried new coffee products, created
their own specialty coffee drinks and upgraded their home coffee bars. This increase in home coffee
experimentation and exploration will benefit the coffee and creamer markets for years to come, and the rise of
remote work will drive an overall increase in home coffee consumption. Product innovation and marketing
differentiation is necessary to stand out in the crowded coffee market; create flavorful brews, enhance coffee
with functional benefits, promote multi-serve pack sizes to make RTD coffee an everyday drink, and update
marketing messages to align with Gen Z’s coffee preferences.”
– Caleb Bryant, Associate Director of Food and Drink Reports
Opportunity Exists
40. 27% of consumers tried a new coffee brand
during the pandemic
22% of consumers made specialty
coffee drinks at home during the
pandemic
13% of consumers purchased an
entirely new coffee appliance during
the pandemic
The increase in home coffee consumption has only risen, and
experts are noting that as those who are no longer going to
be able to remote transition back to in office experiences,
consumption will still rise as younger population start to lean
towards alternatives such as cold drinks.
41. how they compare to rising to the competitor : What
are the changes comps are offering as consumers
become evolving baristas
Competition: ______
The competition currently operates out of convenience (instant coffee, gas station
coffee), juvenility (Starbucks), or tools to make the product feel upgraded (Keurig +
espresso machines)
Nuance: customers don’t fancy things or sprinkles to have an upgraded experience or
expensive things to have an upgraded experience. Lavazza on its own already provides
that experience. (this be a lie)
.
Americans love their Starbucks because the
atmosphere of a Starbucks coffee shop smells,
looks, sounds, feels, and tastes much better than
McDonald’s, the other major competitor for the
caffeine-craving on-the-go American, or the
“free”-WiFi-seeking student unfamiliar with the
concept that the nearby library provides the same
service without requiring a $5 donation to
corporate pockets
42. What does this mean for Lavazza?
Change in behavior opens
opportunities for
engagement to re-introduce
Lavazza to the consumer.
((Insert strat opp for
engagement suggestion)
83% of consumers admit paying as much attention to how
brands treat them as on the product they sell.
Key Insight & Opportunity
In a world where brands a wanting to create an experience,
Lavazza is already the experience that creates a moments.
Brands are still catering to individual product offerings, instead
of embracing the evolvement the “at home barista culture”,
which leaves an opening for Lavazza to create experience vs
product offering
44. Value Proposition: Luxury isn’t something you buy
but something you can create yourself.
Tension: So, we need to build a bridge for
Americans to relate to the luxury experience
Lavazza provides but within an attainable fashion
RTB: As you upgrade so should your coffee and/or
taste consumption!
Key Insight: While exploring and experimenting, they’re trying to upgrade
themselves holistically, and Lavazza can be a part of that.
Strategy: Lavazza is the glow up of coffee!
45. Strategy
Add in more the importance of artisanal approach, and why
they should choose Lavazza over blue mountain or stump town
Why one over the other
46. Opportunity for Engagement
Content Consumer Mindset
Brand Interaction
Lavazza’s Strategic Approach
What we
provide Inspirational, utility, lifestage
Translation in path
to purchase
Passive (inspirational) Trigger (lifestage) Active/purchase (utility)
Creative
Messaging
Themes
Pillars of
Impacts
Strategy: Lavazza is the glow up of coffee!
50. Italian brand
● Figure out how to angle this,
since people do not seem to
care about ‘Italian’ but do want
to upgrade/uplevel
Family-Owned
● Purchase patterns are
transitioning from corporate
companies to smaller
businesses
Desire to share infinite experiences
● *Trends in 2020 have proven
that’s what people looking for
53. The desire to uplevel isn’t a lifestage— it’s a mindset.
54. Translating objectives to our key media imperatives
One More
Mom
Drive relevance to show our
strong commitment to her
and her baby’s development
to drive preference for
Johnson’s
Maintain relevance by being her trusted
partner and drive purchase for Johnson’s
Provide education of the benefits and
superiority
and drive purchase for Johnson’s
So Much More
Media Imperatives
One More
Product
One More
Year
Drive relevance to show our
strong commitment to her
and her baby’s development
to drive preference for
Johnson’s
63. Defining ‘Speciality Coffee’
BY NATIONAL COFFEE ASSOC & SPECIALITY COFFEE ASSOC
Traditional Coffee – Specialty
• Traditional Coffee drunk hot or iced that is brewed from premium whole bean or ground
varieties
Espresso-Based Beverages
• Cappuccino, espresso, latte, café mocha, macchiato, flat white and caffè Americano
Non-Espresso-Based Beverages
• Frozen blended coffee, cold brew coffee (made by steeping coffee in cold water for several
hours) and nitro/draft coffee (iced or cold brew coffee infused with nitrogen)
Ready-to-drink coffee
• Traditional Coffee drunk hot or iced that is brewed from premium whole bean or ground
varieties
64.
65. Black Coffee Consumption
Specialty coffee consumption is weakest among African-Americans, but it is
worth noting that this is mainly driven by the Espresso Based Beverages and
Traditional Coffee– Specialty segments. Penetration of Non-Espresso based
beverages are comparable between African-Americans and other ethnic
groups. There is an opportunity to better understand the dynamic between
African-Americans and NEBBs.
68. Asian American Coffee Consumption
38% lean towards speciality coffee drinks, 21% skew towards espresso-based
East Asian American
● Coffee is very popular is Vietnam and Vietnamese Americans connected
to their roots know that there is a difference between American coffee
and Vietnamese coffee
○ everyone had the impression that Vietnamese coffee was Café Du Monde or some
sort of intense, dark-brewed coffee over sweetened condensed milk,” Kim shared.
“Although it’s a delicious staple in our Vietnamese coffee culture, I knew
Vietnamese coffee was more than that. I also noticed that many people were not
actually using Vietnamese coffee beans to make these Vietnamese inspired coffee
drinks - Kim Dam, Portland Cà Phê
70. Asian American Coffee Consumption
38% lean towards speciality coffee drinks, 21% skew towards espresso-based
South Asian American (India, Bengali, etc)
72. Strategic Approach
• How does it lead to the overall strategy
• what is the strategy meant to tackle
• how does it lead to the creative messaging or a
79. What are the tension points or comms barrier
with connecting with customers
• What are the key insights that Lavazza can connect with that highlight
that relating to customers is more of mind set then a life stage
80. Strategic Approach
• How does it lead to the overall strategy
• what is the strategy meant to tackle
• how does it lead to the creative messaging or a
86. With coronavirus moving us
to a homebody lifestyle,
people have became more
invested in buying their
money’s, and time’s, worth
87. QUALITY // UPLEVELING
● Making more meals at home
expanded palates with new flavors
gravitated toward premium items
as an indulgence or healthier
option during the coronavirus
pandemic
● Rise of supplements, skincare, and
beauty products, that satisfy a
sense of upleveling and self-care
● TikTok inspiring impulse buys and
the openness to try new things
and gravitate towards premium
products
FUNCTIONALITY //
PRACTICALLY
(Stats about people buying toilet
paper, long-shelf items,and basic
necessities in bulk without strong
consideration on brand)
91. Asian American Coffee Consumption
38% lean towards speciality coffee drinks, 21% skew towards espresso-based
● Define what speciality means in this context
● Why espresso-based
93. Italian brand
● Figure out how to angle this,
since people do not seem to
care about ‘Italian’ but do want
to upgrade/uplevel
Family-Owned
● Purchase patterns are
transitioning from corporate
companies to smaller
businesses
Desire to share infinite experiences
● *Trends in 2020 have proven
that’s what people looking for
