Chiudi Chiudi






Hai dimenticato la password?
Non sei registrato? Clicca quì
 
BOOKMARK BOOKMARK SEGNALA SEGNALA
Prodotti di quegli anni
Paulista

1958 – Paulista
Lavazza launches "Paulista", the coffee that is vacuum-packed under pressure. It is not Lavazza-branded because the goal is to expand sales to grocery stores and coffee-roasters that otherwise would not carry it. The innovative aspect of the pressure-vacuum-packed tin assists penetration with new types of consumers. To launch this new product, adequate advertising support is fundamental. The campaign initially concentrates on media such as posters and cinema, subsequently expanding to television.
Lavazza Dek

1962 – Lavazza Dek
Paying attention to changes in consumers’ habits, Lavazza begins to market Dek; Lavazza’s decaffeinated coffee. This idea pre-empts the habits of the period and proves to be important for the future.
Cosa succedeva nel mondo

1958-1959 – New consumer habits in Italy
Volare, the hit song by Domenico Modugno, sells 22 million copies. Growing numbers of Italian households now have a television, a refrigerator and a washing machine. Giuseppe Tomasi di Lampedusa's The Leopard is the best-selling novel of the year. Aldo Moro becomes secretary of the Christian Democrat party. In Cuba, Fidel Castro takes over Havana.
In 1959, Pope Pius XII is succeeded by John XXIII. The US sends its first artificial satellite into orbit; the first stereo record players and the first integrated circuits are made.
1956-1972
1956
A modern company
Lavazza is growing and moves towards becoming the leading producer of roasted coffee. Beppe and Pericle decide to back strategies that are more oriented toward development, industrialisation and the conquest of the consumer market. Mario transfers his shares to Beppe and Pericle. They commit themselves to maintain Lavazza as a family-held business, despite the fact that it is a joint-stock company.

1957
Technological innovation and communication
With the new factory on Corso Novara, the great coffee-roasting industry is born. The main innovation lies in the processing cycle, which makes it possible to handle the coffee with a vertical or gravity process. As it falls, the coffee goes through the roasting, blending and packaging phases. This is a totally innovative process in Italy and it proves to be extremely rational and efficient, guaranteeing the processing of more than 88,000 lb of coffee a day. The picture of a modern brand-name company is completed with the addition of advertising and marketing. The first advertising campaign is launched and the house organ, “Notizie Lavazza”, is published.

1957
Emilio Lavazza
Beppe Lavazza's son Emilio has been with the company for several years. He strongly believes in the power of advertising and therefore contacts the Testa Studio in Turin for a nationwide billboard campaign. This marks the beginning of a long-lasting and important relationship, but also a strong friendship between the Lavazzas, Beppe and Emilio, and Armando Testa.
1958
Paulista
Lavazza launches Paulista, the coffee in a tin that is vacuum-packed under pressure. The launch is supported by the first unforgettable Lavazza advertising campaign: the adventures of Caballero and Carmencita, which support the character/product Paulista.

1971
Beppe passes away
Beppe Lavazza, who was born in Turin in 1901, dies on 21 September. His brother Pericle becomes the president of the company.
Voto Medio
bello
votanti