Lavazza was launching a new product line of instant coffee called «Prontissimo Classico» and  «Prontissimo Intenso»

The Objective

Lavazza wanted to promote awareness of this new range and increase sales of its «Lavazza Prontissimo»

The Campaign

Lavazza targeted:

Consumers 25-54 years old, with a specific focus on the age range 25-34 year old and educated to degree level or a young professional profile.

Medium-high / high socio demographic households

consumers who live within the proximity / catchment area of a major hypmarkets and Supermarkets or shopping centers in Rome and Milan 

In total, ID Distribuzioni distributed 300,000 samples of Lavazza Prontissimo via a door drop campaign which included a door hanger with the sample.