For the Infected and their Infectors. About Brand Infection.

Lavazza

Industry: Coffee, Beverages
http://www.lavazza.com

Lavazza's origins go back to 1895, when Luigi Lavazza purchased a little grocery store, Paissa Olivero, in the old commecial section of Torino (Northern Italy). The purchase was made for 26,000 Italian Lire, or about US$ 20.

In the early sixties, and with the processing cycle now completely mechanical, Lavazza introduced the first vacuum-packed ground coffee suitable for long conservation. These enormously successful years led Lavazza to increase productions and open a new plant at Settimo Torinese.

In the seventies and early eighties, having invested in marketing and an incredibly successful string of printed and televised ads "Lavazza, piu' lo mandi giu', piu' ti tira su" ("The more you drink it down, the more it picks you up"), Lavazza began its conquest of European and World markets. In 1982, the first Lavazza subsidiary was opened in France, followed by others in Germany, Great Britain, Austria, and the United States (the latter in 1989).