How can Lavazza’s brand heritage and expertise translate into filter coffee?
Lavazza is a leading Italian coffee company and worldly renowned for Italian espresso. Established in Turin, Piedmont since 1895 by Luigi Lavazza and still run by the Lavazza family. Luigi Lavazza, the company founder, has been a pioneer and an innovator. He first invented the coffee blending, the art of mixing coffee from different origin to get a range of quality coffee for many discerning tastes.
Lavazza is passionate about coffee and is continuously demonstrating its passion through many creations of new blends, new products, new solutions of Coffee Design. Its heritage and coffee expertise is recognized all over the world, but don’t forget Lavazza is quintessentially Italian: stylish, distinctive, premium and contemporary.
Lavazza has now decided to enter in the filter coffee segment and in 2015 a range of two products named “Filtro Italiano” has been launched in a few countries. But so far, the range is not triggering as much consumers’ interest as expected.
Create a new and distinctive Lavazza filter coffee product that leverages Lavazza’s unique heritage and expertise.