Lavazza Revenue and Competitors

In 2001, Lavazza aims to raise the image of quality and the prestige of the brand even higher. It achieves this in a radical way, for the first time launching the international campaign at the same time as the creation of the new 2002 Lavazza calendar. For its new image Lavazza entrusts the two marketing projects, the campaign and the calendar to renowned photographer David LaChapelle. For the first time in its history the 2002 edition of the Lavazza calendar is in colour and with some shots being expressly conceived for the advertising campaign, the titles are Stickers and Hat. These images make a big impact with their vitality and express the Lavazza spirit to the full. Indeed, the key concept behind the campaign is "Espress Yourself", referring to the idea that choosing an espresso, especially abroad, means choosing a lifestyle, a means of self-expression. As it is becoming an increasingly important media form for Lavazza, in the same year, a special website dedicated to the calendar is published. The site fully embraces the "Espress Yourself" philosophy and offers tools for interaction and free expression, taking its cue directly from LaChapelle's lively photos.