The Italian coffee market is affected by decline in a period of economic crisis. To keep its market share stable, Lavazza focuses on communication that consolidates the brand. However, something is changing in the Italian media world. Carosello is discarded by television, which is now in colour and increasingly powerful and widespread.
As a result Lavazza and Armando Testa choose an advertising formula which has a strong narrative structure revolving around a testimonial. Lavazza will be personified by a very popular Italian actor until 1993: Nino Manfredi.
Manfredi is a popular personality, loved for his grace and good nature. The Manfredi campaign will leave a lasting impression and will be used for the entire product range, aimed at drawing attention to the Lavazza brand. There are two main slogans which became famous enough to enter into common language use: "Coffee’s a pleasure and if it isn't good coffee, what's the pleasure?" along with "Oh, it's Lavazza...the more you drink it down the more it picks you up...". Messages are based on the reasons for drinking coffee, pleasure and goodness. The TV commercial is backed up by press, radio and cinema campaigns.
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