The brief

Use Lavazza’s launch of the UK’s first in-car espresso machine – the Espressgo – to further cement the coffee brand as a leading innovator in the coffee space.

A truly unique innovation, the Espressgo provides consumers the taste of the perfect Espresso on the go, beyond high street coffee shops and service stations, without compromising on quality.

The solution

A targeted media outreach programme to national print and broadcast tech media encouraging extensive trial and demonstration of the Espressgo, pitting it against traditional in-home and baristas.

‘Test drives’ via one-on-one appointments at the desks of key media were also used to highlight the product’s performance and innovation within the category.

The results

KPIs were exceeded by 310% achieving 31 pieces of editorial with a total circulation/unique users of 333,352,974, including three pieces of national broadcast coverage – ITV4, The Gadget Show and Sky News. The product sold-out at John Lewis.