Return
Innovation and strategic foresight
Marketing and corporate strategy
Lavazza’s entry into the Superpremium segment
BRIEF:
Develop the business strategy for the entry of the Italian coffee brand into the superpremium and specialty coffee segment globally.
DEVELOPMENT AND DELIVERABLES:
- Define the strategic setting to frame specialty and niche coffee within the category and consumer context
- Build a premium perspective of coffee, moving away from artisanal codes
- Define positioning and purpose
- Create a new brand: 1895
- Develop branding, naming, and brand architecture
- Design the product mix and innovation pipelinE