Lavazza launches saucy 2009 calendar

Photographed by celebrity photographer Annie Leibovitz, the 2009 Lavazza calendar depicts ‘The Italian Espresso Experience' and highlights Lavazza's authentic Italian heritage.

Now in its 17^th year, the calendar aims to underpin the affinity between the Lavazza brand and fashion, art and culture, and will form the basis of a £2 million UK advertising and brand support package.

It will encompass press, TV, outdoor and digital media, breaking at the end of October and will also promote Lavazza's new capsule coffee system launched in September, A Modo Mio. The TV commercial, created by Armando Testa, is based on one of the images from the 2009 calendar and will target high end, ABC1 viewers.

 David Rogers, sales and marketing director of Lavazza, said: ‘Each year, the calendar's creative content forms the basis of our advertising and PR campaign, helping to deliver a significant uplift in sales. As Italy's favourite coffee, Lavazza has a clear point of difference against competitors and this year's calendar clearly emphasises this, highlighting our premium quality positioning.'

This article was first published on Marketing