Which one would you like?

 
Coffee JWT+H+F clones for Mastro Lorenzo and the Italian coffee drinkers. 
Swiss Italian coffee consumers like to drink their coffee "the Italian way". Kraft Foods knows this and is launching the Mastro Lorenzo coffee brand in three new strengths: Crema, Classico and Intenso. To make the decision easier for Swiss coffee drinkers, the Zurich advertising agency JWT+H+F is cloning the Italian. In the current campaign, the agency is looking for the right Italian lover for the female target group: softie, classic or macho - depending on their mood.
The highlight of the campaign: all three types are embodied by one and the same Italian. Despite different strengths, a Mastro Lorenzo remains a Mastro Lorenzo. The campaign will incorporate the idea in print, online, at the POS and on the packaging. On the coffee market: this is subject to a general weakness in consumption. In addition, the market has been increasingly exposed to the price wars of the major brands in recent decades.
Christian Lüscher