Coffee producer has PR designs on the art world

Illycaffe, the Italian coffee producer, has rolled out an international communications programme designed to reinforce its position as a premier quality brand.

Illycaffe, the Italian coffee producer, has rolled out an

international communications programme designed to reinforce its

position as a premier quality brand.



The Trieste-based company has called on its retained adviser in Italy,

Cohn and Wolfe, to co-ordinate media relations in five countries for a

series of arts sponsorship initiatives.



Cohn and Wolfe in Milan, London and New York together with

Burson-Marsteller in Paris and an as yet unnamed agency in Madrid will

support Illycaffe’s sponsorship of the Venice Biennale of contemporary

art between June and November. The company also plans to launch a

collection of espresso cups specially designed by artist Robert

Rauschenberg during a major exhibition of his work at the Guggenheim

Museum in New York in September.



The five PR agencies have been briefed to manage media relations for

both events and to reinforce Illycaffe’s association with the arts.



In addition, the agencies will also promote the company’s trademarked

system of espresso coffee preparation - Easy Serving Espresso (ESE).

Designed and patented by Illycaffe ten years ago, the system consists of

a specially modified espresso machine and pre-packaged servings of

coffee.



The company offers patent concessions for ESE free of charge to espresso

machine manufacturers and coffee producers and has briefed its PR

consultancies to help ensure that the system becomes a worldwide

industry standard.



Cohn and Wolfe account director Sissi Semprini, who is heading the

business in Italy, said that Illycaffe now ranked as one of the agency’s

largest international clients. ’Illycaffe is extremely active in

communication and sees it as a strategic function for the company,’ she

said.



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