Emilio Lavazza was born in 1932. in Turin, and, held by the family tradition, he started to work for the Lavazza company. The most important period in the history of the company started in 1957, when Emilio, who deeply believed in the importance of marketing, contacted Armando Testa. The Testa Studio started a billboard campaign for Lavazza, which was the stepping stone for the company for the international business as well.

In the 1960’s, in the period of the Economic boom in Italy, television was considered to be the “new media” of the age. Testa and Lavazza realized the importance of TV, especially a programme, Carosello, which was a half-hour serial of tv-commercials on the national channel Rai Uno. That was the time, when Cabellero and Carmencita, the two figures of the Lavazza advertisements were born. Their adventures aimed to popularize the new, vacuum-packaged product of Lavazza, coffee Paulista. The campaign was so successful, that the co-operation of Lavazza and Testa is considered to be the most profitable partnership in Italian marketing.

Emilio Lavazza

Emilio Lavazza was born in 1932. in Turin, and, held by the family tradition, he started to work for the Lavazza company. The most important period in the history of the company started in 1957, when Emilio, who deeply believed in the importance of marketing, contacted Armando Testa. The Testa Studio started a billboard campaign for Lavazza, which was the stepping stone for the company for the international business as well.

In the 1960’s, in the period of the Economic boom in Italy, television was considered to be the “new media” of the age. Testa and Lavazza realized the importance of TV, especially a programme, Carosello, which was a half-hour serial of tv-commercials on the national channel Rai Uno. That was the time, when Cabellero and Carmencita, the two figures of the Lavazza advertisements were born. Their adventures aimed to popularize the new, vacuum-packaged product of Lavazza, coffee Paulista. The campaign was so successful, that the co-operation of Lavazza and Testa is considered to be the most profitable partnership in Italian marketing.

After the death of his grandfather in 1971, Emilio took the lead of the company and by the 1990’s he became an international celebrity in the world of coffee. The best and most successful year for Emilio Lavazza was certainly 1995, when the company celebrated the 100th anniversary of its foundation. Three years later Lavazza defined the imminent introduction of Euro as a sort of Big Bang in the economy, and started to work on a strategy. This strategy was to help the company become the leader of the European market as well.

In these days the Lavazza company has 8 foreign subsidiaries, and is present with his brand in 90 countries. Thanks to the good strategies and techniques of Emilio Lavazza, the company has become one of the leaders both in quality and design among the coffee brands of the world.