Lavazza - Lavazza Paradise

Client

Lavazza

When

From 1995 to 2018

Agency

Armando Testa
Directors:
Alessandro D’Alatri
Gabriele Salvatores
Daniele Luchetti
Umberto Riccioni Carteni

Welcome to Paradise

The beginning of this adventure

In the distant year of 1995, one of Italy's most successful and beloved advertising campaigns, Paradiso Lavazza, took its first steps. With Lavazza coffee, an authentic pleasure, Italians felt transported to paradise. The Espresso coffee supply chain marked the beginning of this adventure with the "Benvenuti in Paradiso" (Welcome to Paradise) commercial, featuring a young Tullio Solenghi, an avid Lavazza consumer who had just arrived from the earth. He was welcomed by the host, San Pietro, masterfully portrayed by Riccardo Garrone. The dialogue between the two immediately centered around coffee, and soon San Pietro was tempted by the goodness of Lavazza coffee.

A Journey Through the Years

Over the years, the campaign followed a strong and recognizable communication pattern, featuring fluffy clouds, always blue skies, and amusing dialogues among the actors. In 2000, the duo of Paolo Bonolis and Luca Laurenti took over, further solidifying the campaign's success. Later, Brignano will discover an important rule of Paradise, namely, "In Paradise, everything belongs to everyone... but not quite everything!". Bringing the glittering and magical atmosphere typical of Broadway to paradise, a true musical with Maurizio Crozza playing all the characters, including the devil.
The simple and winning idea of offering Lavazza coffee in paradise captured the imagination of Italians, transforming Paradiso Lavazza into a symbolic place of pleasure, perfection, and goodness.

A Unique Success Story

Between Smiles and Coffee

The Paradiso Lavazza campaign is a unique success story in Italy, both in terms of continuity and audience approval. The values of humanity, friendliness, sympathy, and humor seamlessly integrate into the simplicity of the narrative. The campaign's success was based on a delicate balance between pleasure and entertainment, featuring renowned figures such as Tullio Solenghi, Riccardo Garrone, Paolo Bonolis, Luca Laurenti and Enrico Brignano. These talented actors brought to life entertaining and unforgettable stories of paradise, creating a special connection with the Italian audience. Across over 60 episodes, Paradiso Lavazza has become a highly anticipated event, evoking pleasure and curiosity in a perfect blend of Italian coffee and the charm of its performers.