Global Italian coffee company, Lavazza, launches a new advertising campaign featuring its global brand ambassador – Jannik Sinner. Showcasing its passion for and long-lasting commitment to the world of tennis, the new campaign celebrates the partnerships with the oldest Grand Slam tournament in the world, as well as the No 1 male tennis player in the world – a unique meeting of greats.
Under the tagline ‘More than a cup’ the 30s ad is a nod to the key value shared by Lavazza and Wimbledon, passion for excellence, in Lavazza’s typical humorous yet classy tone of voice. Filmed directly on the legendary courts of the iconic tournament, this is one of the biggest tennis-centric campaigns the brand has created, despite an ever-growing global tennis platform, sponsoring the most prestigious tournaments in the world, like Roland Garros, US Open and the Nitto ATP Finals, among others.
Lavazza’s collaboration with Jannik Sinner started in 2019, at a time when he was No 140 in the World, but it has remained strong, supporting him throughout his journey to becoming the first Italian tennis player in history to occupy the No 1 spot in the ATP ranking.
The ‘More than a Cup’ commercial will be airing on Connected TV, YouTube, Video and Display programmatic, as well as social media, while the key visual will be displayed in key OOH locations like Oxford Circus and Ecclestone Yards in Belgravia. Fully wrapped taxis can be spotted around town and an interactive OOH execution at Waterloo tube station allows passers-by to take home a collectible poster featuring Jannik Sinner. Tube, rail and bus shelter visibility round up the comprehensive media plan.
Lavazza has been an Official Partner of Wimbledon since 2011 and the ‘More than a Cup’ campaign is part of an omni-channel strategy to activate the partnership across touchpoints in-venue, including the legendary Wimbledon Queue, as well as outside, at the Lavazza London Flagship store, once again dressed up for the Championships, and in other Lavazza restaurant or hotel partners, like Hyatt Blackfriars or Petersham Nurseries. A full digital and social plan compliment the plan through dedicated content, exclusive promos, giveaways and lead generation competitions.
Lavazza’s new campaign is signed by VML Italy.
