The brief

Lavazza was set to launch four new A Modo Mio pod machines in early 2015; each model with a number of colourways. For each machine we needed to achieve positive reviews on the machine design, functionality and quality of the coffee – aiding sales through its key retailers such as John Lewis.

The solution

To showcase the entire range, while highlighting Lavazza’s authentic Italian heritage and its innovation, we held a press day by creating a pop-up ‘Lavazza experimental coffee bar’ in a central London. To showcase the different functionalities and provide media with a variety of angles we paired each machine with an innovative coffee serve.

Press were greeted by the smell of freshly roasting coffee, the sounds of a bustling Italian café, and the invitation to taste unique Italian coffee combinations: from pairing espresso and coffee caviar on the A Modo Mio Magia, macchiato and biscotti on the Minu Café Latte, and coffee and soda too.

To maximise this press day, we supported the launch with a dedicated press office programme of press loans, desk-side visits, seasonal sell-ins and trend hijacking.

The results rated the hero machine, Fantasia, a 5 out of 5

41 media attended including Good Housekeeping, ELLE Decoration, Fabulous magazine, Daily Express, Delicious, Square Meal and Gizmodo

30 pieces of editorial coverage as a direct result of the event, with 100% positive coverage sentiment

Secured 8 coffee mornings with additional key titles who couldn’t attend

Loaned 14 coffee machines for reviews as a result

54 pieces of editorial achieved for the new A Modo Mio machines (by the end of the initial 9 month launch campaign)