MILAN, ITALY — Lavazza, the leading Italian coffee company, has unveiled ¡Marte! For Another Planet, the brand-new coffee product that grows on Mars. It doesn’t exist yet, but its name plays on Lavazza’s product range called ¡Tierra! as a fun feature to raise awareness about the importance of taking care of our planet. The Earth Day stunt includes a video presenting the product to highlight Lavazza’s commitment to teaching coffee producers how to breed coffee through sustainable farming practices and protect the only planet on which it grows: the Earth.
The digital activation takes viewers on a journey to Mars and features red beans that look as if they could have been grown in a Martian environment. Just when you think that ¡Marte! could be real, the video reveals that it’s not yet possible. The new campaign, through suspense and irony, reaffirms that Lavazza supports coffee farmers by fostering good agricultural practices to counter the effects of climate change so that hopefully they won’t have to grow coffee on Mars any time soon.
¡Marte! For Another Planet is a full digital campaign, created by Publicis Italy / Le Pub, that goes along with Lavazza’s ongoing commitment to sustainability and environmental responsibility. The company has implemented a comprehensive action plan, that includes reducing its carbon footprint, while through Lavazza Foundation, it promotes sustainable farming practices and supports social and local environmental initiatives in coffee-producing communities around the world.
“The attention to sustainability is part of Lavazza’s journey. Involving and raising awareness about respecting the environment among as many people as possible, through original and innovative communication, is the strategy that has distinguished us for years,” commented Carlo Colpo, Marketing Communication Director and Brand Home Director of the Lavazza Group. “With this digital campaign, launched on International Earth Day, we wanted to play with our audience, engaging them in an unexpected, extraterrestrial territory, in order to promote messages of social responsibility and sharing of good practices, two initiatives that Lavazza has been pursuing for a long time.”
Since January 2023, following a competitive pitch, Le Pub has been officially appointed as the lead agency for Lavazza’s global social media activities.
“We’re excited and honored to partner with one of the world’s best-known Italian brands. Lavazza has a rich history of excellence made up of constant innovation and leaps into the future, and we both share this affinity of values. ¡Marte! For Another Planet proposition is a testament to the power of strong insights when it comes to finding innovative ways to engage with people. Le Pub’s activation aims to capture witty stories based on these insights, supporting Lavazza to authentically shed light on their sustainable initiatives,” said Bruno Bertelli Global CEO of Le Pub, Global CCO of Publicis Worldwide and CCO of Publicis Groupe Italy.
The global campaign will be aired on the brand’s digital and social channels starting from Earth Day on April 22. To find out more about Lavazza’s sustainability initiatives and the ¡Marte! activation, visit lavazza.com.
CREDITS:
PUBLICIS ITALY/Le Pub
Global CEO Le Pub, Global CCO Publicis Worldwide, CCO Publicis Groupe Italy: Bruno Bertelli Chief Creative Officer: Cristiana Boccassini
Chief Creative Officer: Francesco Poletti
Executive Creative Director: Domenico Manno
Creative Director: Nicoletta Zanterino
Creative Director: Cinzia Caccia
Sr. Art Director: Santi Urso
Sr. Copywriter: Christopher Penman
Global Head of Content & Social: Valentina Salaro Senior Content Manager: Vincenzo Di Carlo Client Service Director: Alessandra Sabbione Account Director: Mariona Valls Setó
Head of Production: Anna Sica Producer: Chiara Agresta
Senior Strategic Planner: Alex Moore
Production
Production Company: 360FX Table Top Studio Director: Andrea Marini
DOP: Emanuele Zarlenga
Executive Producer: Antonella Scoliero Producer: Gabriele Giudici
Producer: Monica Zobbi
Editor: Giulia Peruzzotti
Color: Orash Rahnema
Post Production: Iggy Post
Music: Daniele De Virgilio
Post Production Audio: Operà Music
Production Advisor
The Producer International
