History of Advertising

From the first branded Lavazza packs and the initial TV campaigns, all the way to the beginning of the Paradise Campaign and the collaborations with some of the greatest photographers for the international Calendar campaigns, the history of Lavazza communication is centred on a synergy between a brilliant, enlightened client and Armando Testa, a pioneer in Italian advertising.

The beginnings
1946 - 1976
Lavazza has always been a company with an inclination towards innovative communication.
During the first years of business, the image strategies implemented were ground-breaking for their time, in Italy. The real breakthrough occurred in 1958, when Emilio Lavazza joined the company and met Armando Testa, one of Italy’s advertising pioneers.
The logo 

In 1946, the Lavazza brothers launched the first branded coffee, giving rise to the first Lavazza logo, designed by the Aerostudio Borghi, which also appeared on the delivery vans.
From the outset, the company demonstrated its inclination for innovative communication: the campaigns during the early years of business were, in fact, already ground-breaking for Italy, at the time.
This marks the beginning of a great story.
The first campaign 

The Lavazza blend is sold in pre-packaged bags and branded with the logo to convey the brand image, in an era when coffee was still being sold loose. The first campaign’s slogan was "“Miscela Lavazza... Paradiso in tazza,” introducing a concept that will be resumed in later years and developed through TV adverts.

In 1957, three years after the birth of TV, Carosello begins, featuring stories of products from the era of Italy’s economic boom. Lavazza debuts in style in 1965, with Caballero and Carmencita, in the leading roles of an ironic and surreal soap opera. “Carmencita you are already mine, turn off the gas and come my way!” Through their stories, Lavazza presents its new blend, Qualità Rossa, and the "pesotondo" (literally ‘roundweight’, a term used to describe the Lavazza light-pack format) to beat the competition.
Manfredi years
1977 - 1992
Lavazza changes its communication strategy to consolidate the brand, using a new format of television campaign: the narrative structure accompanied by the authority of an endorser. Nino Manfredi, a beloved and popular celebrity, is chosen.
The first endorser: Nino Manfredi

Television, now in colour and increasingly widespread, evolves and abandons Carosello. Lavazza and Armando Testa opt for a television campaign that can maintain a strong narrative structure, but also be developed around the use of a celebrity endorser. Up until 1993, the smiling face of a well-loved Italian actor will embody Lavazza coffee: Nino Manfredi.
The Manfredi campaign develops

Nino Manfredi continues to play the leading role in the TV commercials, but the narrative develops with the addition of new characters to endorse the product, alongside the main celebrity. Lavazza extends its communication beyond the Italian borders, creating its first TV commercials for France and, later, for other European countries.

for 4
1993 - 1994
In the new TV commercials, Lavazza focuses on four international celebrities: Luciano Pavarotti, Monica Vanio, Giorgio Forattini and Bud Spencer.
Four new celebrity endorsers

Lavazza overhauls its image again, focusing its communication on four celebrities: Luciano Pavarotti, Monica Vitti, Giorgio Forattini and Bud Spencer. During these years, Lavazza devises international television campaigns, each one unique and different from the others, that take into account the demands of each geographic area. The general objective is to increase the distribution and renown of the brand, crystallised within the concept of "Italianness".

Lavazza in 


1995 - Today
The synergy between a brilliant and enlightened client, Lavazza, and a creative and equally innovative supplier, Testa, lead to the creation of a publicity campaign with an entirely different feel. These years are steeped in the traditional Italian humour of the “Paradiso” (Paradise) Campaign.
The Paradiso TV campaign is born

The ’90s witness ironic and naive adventures amid the clouds of Paradise, with persuasive angels who exalt the different Lavazza blends, from Crema e Gusto to Qualità Oro. Famous high-calibre directors, such as Alessandro D’Alatri and Gabriele Salvatores, create stories starring Tullio Solenghi and Riccardo Garrone in the role of St Peter. For countries outside of Italy, it represents the first European-wide Lavazza campaign.
Bonolis and Laurenti arrive on the scene

Paolo Bonolis and Luca Laurenti pick up the role as endorsers from Tullio Solenghi. The comic Italian TV duo exchange banter with the voiceover, which represents the voice of Lavazza, in surreal jokes which add to the humour of the TV adverts’ narrative.
Caballero calls, Carmencita answers

Caballero strikes again. Together with Carmencita, with her black braids and heart-shaped mouth. In the meantime, the world has changed: Lavazza is now a leading global brand, and in the 21st century Carmencita is a nonconforming, self-deprecating journalist. The new advertising campaign is launched everywhere: a book, a dedicated website, a sit-com on Italia1, a radio broadcast and spread through the web.
15 Years in Paradise

In 2010 The Paradise campaign celebrates its 15th anniversary. The following year it reaches both the office environment, with the advert dedicated to espresso systems for offices and public areas, and the cinema, with the ad hoc campaign dedicated to Favola, the new A Modo Mio espresso machine.
A change of tune

In 2015, the musical harmonies by Giancarlo Colonnello that accompanied so many episodes with their grace and lightness, step aside for a new theme composed and directed by the Maestro and Oscar winner, Nicola Piovani. Accompanied by the notes that now have a home among the clouds, Tullio Solenghi returns, flanked by comedian Enrico Brignano.
Redesigning the clouds

Even Paradise needs its small yet important renovations. Maurizio Crozza, in the role of an eccentric architect, is at work with St Peter and the cherubs to renovate the Lavazza Paradise: thus, one of the Italians’ most beloved places (and one which has occupied a special place in their imagination for the last 20 years) undergoes renovation, while keeping its unmistakably ironic, witty and surprising tone intact.