Lavazza is a true Italian cultural icon. It has earned this status primarily thanks to its many product innovations and advertising: from Carosello, through the numerous popular testimonials in Italy, to the recent global campaign «Pleasure Makes Us Human».
How do you manage such an iconic brand? Especially during a phase of global expansion, with repositioning toward the premium segment?
We discuss this with Carlo Colpo, Chief Marketing Officer of the Lavazza Group.
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Sources:
- Lavazzagroup.com and fondazionelavazza.com websites
- M. Calabresi, S. McCurry, I chicchi che hanno fatto la storia, Fondazione Lavazza 2024
- G. Berta, E. Merlo, Lavazza. Una storia industriale dal 1895, Mondadori 2014
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