1973
Crisis and reorganisation
 The widespread economic crisis and the steps taken to stem it force the company to restructure and adapt. Lavazza reorganises, seeking its own niche on foreign markets and starting to export. However, domestic coffee consumption shrinks, leading to a significant drop in sales of roasted coffee.

1977
The Manfredi campaign
The quantity of roasted coffee sold by Lavazza drops to minimum levels: 36.2 million pounds. Nevertheless, in keeping with one of Lavazza's ironclad rules, “Market share is sacred and must be protected”, new efforts are also made in the area of advertising.
"Carosello" , the famous TV show where Carmencita appeared, has come to and end. TV is now in colour and Italian advertising must evolve to meet the standards of 30 second spots. For the occasion, the Testa agency and Lavazza come up with a new creative strategy revolving around a testimonial. Nino Manfredi is selected for the role and his advertising debut represents a turning point in Lavazza's communications. The two main slogans of the campaign are unforgettable for Italians: “Coffee’s a pleasure, and if it isn’t good coffee, what’s the pleasure?” as well as “Oh, it’s Lavazza.… The more you drink it down the more it picks you up…”.

1979
The coffee culture
Coffee consumption rises again. The Luigi Lavazza Centre for Coffee Studies and Research is founded and it will subsequently lead to the creation of the Training Centre, focusing on teaching all about Lavazza coffee. Lavazza thus invests in spreading the culture and quality of Italian coffee.

Pericle Lavazza passes away
On 18 August, Pericle, the last member of the second generation passes away. President since 1971, Pericle had exceptional business sense that helped lead the company to success.

1980
Emilio Lavazza
Now the new President of Lavazza is Emilio Lavazza, with Pericle's son Alberto as Vice-President.

Towards Europe
The entire area devoted to production is moved to Settimo, while the lines for Ho.Re.Ca. products remain at the Corso Novara facilities. In the meantime, the market is changing rapidly and the sector concentration process seen in the seventies increases furthermore; small retail shops decline and large retailers are on the rise. Lavazza is increasingly oriented toward foreign expansion, in Europe and around the world.

1982-83
Lavazza France
Lavazza France, the company's first foreign branch, is established in Vincennes, near Paris.

1985-86
“Crema e Gusto” is launched
The launch of a new product contributes to the company's overall positive trend: “Crema e Gusto”. Manfredi once again is the spokesman for the new product, which one year later, in 1986, gains more than 30 per cent of Italian consumers. Lavazza's net profit comes to 21 billion lire, the highest in recent years. Cofincredit (now Cofincaf), the financial company for food service outlets businesses, is established.  

EUCA and ECF
Emilio Lavazza becomes chairman of EUCA (European Coffee Association) and ECF (European Coffee Federation), continuing the role, previously covered by Pericle, of selecting and purchasing raw material from producer countries.