Lavazza launches new global brand platform featuring The Office pals Steve Carell and John Krasinski
Lavazza launched its new global brand platform, Pleasure Makes Us Human, featuring Hollywood celebrities and former The Office castmates, Steve Carell and John Krasinski.
The brand platform centres around Luigi, a sentient coffee-making robot who serves his office colleagues.
It follows a day in the life of Luigi as he discovers a fascination with the pleasure people experience when drinking Lavazza coffee, leading him to try one himself.
The audience is left to realise the joy of coffee is a distinctly human experience when Lugui malfunctions before he is brought back to life by Carell and Krasinski.
Lavazza Australia’s head of marketing, Marcus Lo Russo, said: “As home to one of the world’s most sophisticated coffee markets, Australians love to incorporate coffee into their days however, often don’t allow themselves a moment to truly enjoy it.
“We hope our new brand platform and the loveable Luigi inspires our consumers to slow down and embrace the true beauty of a cup of coffee.”
Lavazza Group marketing communication director and brand home director Carlo Colpo said the new strategic message confirms its evolution towards a truly global brand with Italian roots.
“Our narrative explores a timely topic using poetic storytelling infused with a gentle sense of humour meant to engage, entertain, and uplift our audience,” Colpo said.
“This new platform celebrates the pleasure of human experience, finding delight even in the simplest moments – like enjoying a cup of coffee.”
The Pleasure Makes Us Human brand platform features a multi-asset release led by a 90” introductory digital long format film and social cuts.
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