A Lavazza ad

 

This ad aims to promote a product made by Lavazza, the famous Italian brand of coffee. This product is a little dose of coffee or a „dosette“. This kind of product was first launched by the coffee brand Nescafé and since then many competitors have offered this product. The name of  Lavazza’s dosettes is Allegro.

In this ad, we can see a woman dressed up as a tigress. Indeed she wears a yellow costume with brown marks, and has pointed ears too. She seems like a superwoman. She has long  golden nails. She wears jewels with diamonds. The superwoman is in a coffee bar and is drinking a cup of Lavazza coffee.

The message of the ad „The most incredible dosette experience“ is effective. It means that, although this woman is a super heroine, she has also a weakness. She needs to drink a magical beverage in order to obtain her super powers. And obviously this magical potion is the Lavazza coffee. The ad wants to prove that the Lavazza coffee gives us lots of pleasure and especially energy, even in difficult moments and situations.

We can think that the main target of Lavazza is the modern woman, who has to combine several roles. Nowadays, lots of women work and have a family too. The Lavazza coffee can also be a good ally for these women, in order to manage at the same time their professionnal and private life.

In my opinion, this ad is a good work of artistic creation. This visual is beautiful and very attractive. I think that this ad gives a seductive image of the Lavazza brand. The ad is effective because many women will identify with the superwoman on the ad and so would like to buy the Lavazza coffee. There are other creations of this kind in the Lavazza calendar for 2007, made by the Spanish photographer Eugenio Recuenco. I own a copy of this calendar which is very splendid!