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MILAN, Italy – On the occasion of International Coffee Day, illycaffè presents “Why We Make It,” the new international campaign that opens the doors to the illy world and reveals the “whys” behind every quality choice. Following the success of “Mind the Coffee Cup – The Future of Coffee Under the Lens,” which in 2024 spotlighted regenerative agriculture, illy continues the journey with an emotional narrative made of stories, gestures, and people who safeguard quality in every cup.
The campaign comes to life through two large pop-ups – in Milan at Spazio Civic in Porta Nuova and in New York at the heart of Hudson Yards – and a commercial filmed at the Trieste plant, placing illy professionals center stage: from green coffee quality specialists to roasting experts, from the team that tastes 450 coffees a day to those who train baristas and professionals at the Università del Caffè.
From October 1 to 12, the Milan pop-up will host a three-stage experiential journey that recreates the authentic atmosphere of the Trieste facility: visitors will be welcomed by an immersive video introducing the “whys” of illy coffee, then continue with an aroma experience guided by a Università del Caffè specialist, and finally taste the three aromatic profiles (Classico, Intenso, Forte) of the new X▪CAPS line, the exclusive capsule and home machine system designed by illy.
To make the pop-up even more engaging, a large interactive wall will invite visitors to explore – also through physical examples – the “whys” that make every illy coffee unique: from selecting just one bean out of a hundred to identify the best defect-free Arabica beans, to the importance of sun-drying, to the 350 rigorous daily quality checks.
“With Why We Make It, we celebrate not only International Coffee Day, but also our passion for coffee and our daily commitment to ensuring uncompromising quality,” comments Cristina Scocchia, CEO of illycaffè.
“This time, we put ourselves on the line personally, opening the doors of our home and showing the faces and stories of those who work every day with passion to make our coffee unique. It’s an invitation to experience an immersive journey and to discover the deeper meaning behind every cup.”
Developed by the creative agency IPG coffee table and produced by Think|Cattleya with direction by Ermanno Menini, the “Why We Make It” campaign has been on air since September 28 and is running across TV, connected TV, digital, social media, DOOH, and print, with media planning by Essence Mediacom.
