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THE BIG IDEA

In 2016, Larger Than Life worked with Lavazza Australia to launch Prontissimo! , the company’s first premium Italian style instant coffee range.

Prontissimo! is a premium instant coffee made using 100% Columbian Arabica beans and contains 10% finely ground roasted coffee that yields a full-bodied and rich cup of coffee.

The Prontissimo! product line was launched to consumers at the 2016 Melbourne Cup Carnival in The Park Precinct and at the 2017 Australian Open AO Festival at Birrarung Marr.

Nigel Meakins, Lavazza Australia General Manager, says Prontissimo! is a great addition to our fast- paced, coffee loving society. “The launch of Prontissimo! is significant for Australia as we can now deliver 120 years of Lavazza innovation and quality, in just two minutes. Whether it’s the first coffee of the day, or the 3pm pick me up, Prontissimo! will appeal to coffee lovers who appreciate the practicality of instant coffee, without compromising on quality and flavour."

Instant coffee still accounts for the majority of coffee consumption. It offers consumers convenience but above all what counts, is the taste. We need to be focused on the quality of the cup at all times.Giuseppe Lavazza, Lavazza

THE RESULT
10
Thousand samples at AO17 & MCC 2016
4
Hot water jet packs
22
Promotional staff
Collaborators
Activation Project Management
Promotional Staff
Promotional Staff
Photography