Lavazza launches 2010 “Italian Espresso Experience” calendar

Lavazza, Italy’s favourite coffee, has launched its 18th iconic photographic calendar and pan European advertising campaign.

Photographed by the influential British photographer Miles Aldridge, the 2010 Lavazza calendar illustrates ‘The Italian Espresso Experience’ through Italian music. The 2010 Calendar, featuring six of the world’s most famous models, takes inspiration from six well known Italian songs, such as Nessun Dorma. The songs have then been brought to life through Aldridge’s retro inspired images.

The calendar underpins the long established affinity between the Lavazza brand and fashion, art and culture, and will form the basis of a multi million pound UK advertising campaign. Breaking in January 2010, the campaign, created by Armando Testa, will target a high end, ABC1 audience.

Silvio Zaccareo, OCS/Vending and Sales Marketing Manager, comments, “Lavazza OCS and Vending Systems bring café culture from the high street to the office providing a real Italian coffee experience for its customers. The ‘Italian Espresso Experience’ theme of this year’s calendar will continue to support our vending offering of authentic, quality Italian coffee.”

Only a limited number of calendars are produced each year and are sent to a carefully controlled list of loyal recipients across Europe. Further information is available at