Lavazza Prontissimo
Lavazza are an international coffee brand whose Corporate Social Responsibility (CSR) efforts have not been recognized in the mass media in comparison to their competitors. They can therefore be considered ‹Quietly Good› as they are both sustainable and ethical without expecting recognition. The challenge faced by the brand is to promote their Instant Coffee ‹Prontissimo› to a younger audience whilst also making them aware of the company›s CSR efforts in an unassuming manner. This portfolio will present an integrated visual and copy-led marketing campaign based on the concept of disaster (and the development stages involved in selecting the nal idea). The portfolio will conclude with considerations of appropriate media channels for the next generation of Lavazza instant coffee consumers.