Italianità, Premiumness and Coffee Competence - USP stages Lavazza
To increase awareness of Lavazza in Switzerland, communicate the brand’s values, and create an emotional connection between the brand and its target audience, USP Partner—on behalf of Coca-Cola HBC Switzerland—designed a brand-aligned, high-impact campaign and handled the entire planning and execution at a total of 14 street food festivals.
As part of the live marketing activity, Lavazza wanted to convince consumers of the taste of coffee through trials, while immersing them in the world of Lavazza Italianità in an emotional way.
Street food festivals as an optimal platform
USP developed a street food concept for Lavazza: at the center is a coffee truck completely converted for Lavazza in classic street food style. The Fiat 616 Coffee Truck, which was custom-made and completely rebuilt for the BTL activity, is intended to exude classic Italianità. And thanks to the complete conversion with a new body and well thought-out interior, it also meets all functional requirements.
Branded activation for a comprehensive brand experience
For the on-event activation, USP also designed a barista show: at the center of the activation is a latte art workshop, in which a barista introduces the consumer to the art of "latte art", i.e. the creation of elaborate milk foam decorations. Each consumer was allowed to try their hand at being a barista. In addition, each person could take part in a competition with the chance to win a barista course and other prizes.
For Lavazza, USP Partner took over the entire conception of the activity, including planning, creation and realization of the converted coffee truck. As a full-service marketing agency, USP was also responsible for the entire planning and implementation: negotiation and conclusion of the sponsorship deal with the organizer of the street food festivals, tour and event planning, staff recruitment (promoters and baristas) including training, and logistics including set-up/dismantling.
From April to the end of September 2018, USP Partner was present with Lavazza at a total of 14 street food festivals. Due to the positive response, the Lavazza Coffee Truck will continue to be in use every weekend until the end of the year, making stops in front of various Coop Megastores - again with USP as the agency responsible.
Responsible at Coca-Cola HBC Switzerland: Dominik Flacher (Senior Brand Manager), Claudia Schaer (Brand Manager), Julia Binkert (Senior Business Unit Manager Coffee). Responsible at USP Partner: Claudio Muzzu, Project Manager (project management), Iara Do Amaral, Project Assistant with project responsibility (project assistance), Patrick Merl, Project Manager (concept activation), Tobias Lang, Client Service Director (concept activation), Dominik Nyffenegger, CEO & Partner (strategy, concept, overall responsibility).
