Lavazza scores another Love game

Earlier this month we enjoyed Pride in London. 50 years on from the Stonewall uprising in New York, about 1.5 million people joined the parade through west London – many carrying rainbow flags, Pride’s symbol of diversity. But the rainbow didn’t stop there. Businesses across the UK added the symbol to their own branding – they say in support of Pride; their critics say to profit from a cause that isn’t theirs.

Earlier this month we enjoyed Pride in London. 50 years on from the Stonewall uprising in New York, about 1.5 million people joined the parade through west London – many carrying rainbow flags, Pride’s symbol of diversity. But the rainbow didn’t stop there. Businesses across the UK added the symbol to their own branding – they say in support of Pride; their critics say to profit from a cause that isn’t theirs.

Whichever side of the argument you fall, the issue does highlight the importance of authenticity when a brand chooses to partner with an event or cause.

For the last two weeks we have been supporting Lavazza at Wimbledon – providing a team of trained coffee experts to serve hot or iced coffees to thousands of people waiting in the famous Wimbledon queue. And the success of the activation – and Lavazza’s wider involvement in the Championships – is a reminder of how much value event sponsorship can bring, but only if it’s given the right focus and commitment.

This is Lavazza’s 9th year as a Wimbledon sponsor, and every year the brand becomes more closely involved with the sport. The 2018 Wimbledon champion Angelique Kerber joined as a Lavazza brand ambassador this year, appearing in a TV advert alongside the two tennis greats Andre Agassi and Carlos Moyá, and getting involved with some coffee making on site. Lavazza is also the only food & drink brand that sponsors all four Grand Slam events, which gives it tennis credibility across the world, and strengthens its authenticity at each of the individual events.

Of course Lavazza has a long way to go before it can compete for the accolade of being Wimbledon’s oldest sponsor – Slazenger has been providing tennis balls since 1902 and Robinsons has been part of the (courts’) furniture since 1935. But the additional activities that the brand delivers – from complimentary drinks in the queue (which this year included their incredibly refreshing iced cappuccino, created in partnership with PepsiCo) to inviting players like Kerber and sporting influencers like footballer Tony Adams to get involved on the stand – propels their recognition as a Wimbledon partner ever deeper in the minds of tennis fans, and consumers more widely.

And with this authenticity comes trust – in Lavazza’s product range and the brand itself. This value provided a solid platform for Lavazza to introduce its sustainability credentials this year – 100% compostable capsules and it’s Lavazza Tierra coffee blends that were developed in partnership with the Rainforest Alliance Trust.

Luckily for us, Lavazza apply the same focus and commitment to their agency partners too. We have been working with the brand for 10 years, staffing events like Wimbledon and running their in-store demonstrator programme across the UK – and we hope the partnership continues for the long term too.

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MASH Staffing