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Following the resounding success of the 2024 Global campaign, “Pleasure Makes Us Human,” Italian coffee company Lavazza is thrilled to announce the launch of its latest global initiative, two new spots that profoundly celebrate the excellence and the unmistakable pleasure of authentic Italian coffee.
This highly anticipated campaign is strategically timed to coincide with the festivities of National Coffee Day in the US on September 29th, underscoring Lavazza’s commitment to the global coffee community and its role in celebrating the daily coffee ritual.
Once again, the spotlight shines brightly on the beloved trio: Hollywood stars John Krasinski and Steve Carell, alongside the charming and now iconic little robot, Luigi. These figures have become synonymous with Lavazza’s distinctive storytelling, representing a daily ritual of coffee in a lighthearted way, and playing around the simple joys that coffee brings.
The campaign unfolds in two distinct yet complementary chapters, each designed to highlight different facets of the Lavazza coffee experience while maintaining the brand’s signature playful and witty storytelling.
Chapter 1: The “Coffee Maestro”
Set in a sleek and modern co-working space, a humorous misunderstanding between a “coffee maestro” and a “musical maestro” arises. Steve Carell, embracing the notion that Lavazza coffee has the power to transform anyone into a master of their craft, spontaneously launches into an improvised, percussive concert.
His instruments? None other than Lavazza cups and spoons and coffee of course, creating a surprisingly melodic rhythm that leaves John Krasinski and Luigi both amused and delightfully confused.
Chapter 2: The “Possilicious”
Set on a sun-drenched Italian terrace, revealed only later to be an elaborate studio set, the spot opens with Steve Carell blindfolded, effortlessly identifying scents with uncanny precision. From lemons to Italian car keys, his skills seem infallible and quite surreal.
But what happens when Luigi nervously places a mug of the new Tiramisù-flavored coffee under Steve’s nose? Will his extraordinary sensory skill be up to the task? The revelation leads to a moment of comic epiphany, as he coins a new word: “Possilicious,” a whimsical blend of “possible” and “delicious” that perfectly captures the wonder of Lavazza’s new flavored coffee experience.
At the heart of the “Possilicious” spot is the introduction of Lavazza’s new flavored K-Cup® Pods, combining the brand’s renowned coffee expertise with the beloved tastes of Italian delicacies: Tiramisù, Caramel Biscotti, and Vanilla Affogato.
This spot aims to inspire consumers to explore new ways to enjoy Lavazza coffee, demonstrating that the brand’s exceptional quality is the perfect foundation for a myriad of delightful and unexpected experiences.
Campaign Reach and Timing:
This year Lavazza celebrates 130 years of meticulously crafting and continuously evolving a broad range of coffee products designed to deliver the unparalleled quality of professional barista-made coffee right in the comfort of one’s home.
With the compelling promise “Enjoy the pleasure of a masterful coffee and feel like an Italian barista at home” the campaign not only celebrates the rich heritage and intricate art of Italian coffee-making but also makes this sophisticated experience accessible to everyone, everywhere.
The Coffee Maestro campaign teaser is launched in the US on September 29th and will be available globally on Lavazza’s social media channels from October 1st.
The campaign will start on October 6th on US national and connected TV, and the brand’s social and digital platforms. The Possilicious chapter will be launched exclusively in US in mid-October on connected TV and Lavazza’s social and digital channels.
Carlo Colpo, Lavazza Chief Marketing Officer: “Lavazza’s mission is to deliver unparalleled coffee experiences globally, transforming every sip into a moment of pure pleasure. Our relentless pursuit of quality and innovation continuously redefines what coffee can be, in our campaigns as well, always with a playful wittiness and a smile. With this new initiative, we aim to connect coffee lovers worldwide, sharing our passion and enriching their daily lives with pure joy, and a touch of delightful entertainment.”
By bringing back the much-loved Krasinski–Carell–Luigi trio and expanding into new realms of coffee enjoyment, Lavazza’s witty storytelling once again focuses not only on the quality of the product, but also on the joy, connection and a moment of pleasure that each cup can bring, perfectly aligning with the spirit of US National Coffee Day.
Explore more on the new episode: https://www.lavazza.com/en/beyond-coffee/pleasure-makes-us-human
