1973-76 The "clear weight indication" to beat the competition
A huge range of products is launched along with specially researched campaigns for Qualità Oro, Rossa, Blu, Argento, Caffè Espresso in Filtri, Grandi Auguri and Paulista. As a result of price increases and "downsizing" by competitors, Lavazza devises the "Lavazza Means Clarity" campaign, coining the term "pesotondo" (clear weight indication) with Testa. This links the concept of net weight (peso netto) to the round number in order to help the consumer calculate the real price.

1970 Qualità Rossa Takes Centre Stage
The early 70's are difficult. The pressure is on due to competition from multinationals, with products, distribution systems and innovative packaging (tins with the "flavour-saving" pull-off covers and plastic lids) and sales decline. Lavazza reacts by adopting the marketing methods tested out by the competition. Qualità Rossa is launched and is backed up by huge investments. Public relations is streamlined, relying on demos and the focus is on the product, quality, convenient pricing and easy use.

1961-1970 The New Miscela Lavazza
At the same time as Paulista's success, the new Miscela Lavazza is launched in packaging with the medallion and gold, red and black colours that are seen on today’s found on today's Qualità Oro. Press campaigns and TV adverts follow. The positioning is "the coffee for important occasions". Lavazza Dek is launched in 1962 with the claim "decaffeinated but good".