Brand
Lavazza Tierra
Year
2021
Contest
Reply Challenges 48h
Tasks
Communication, advertising, graphic design & creativity
What's the challenge ?
The challenge is to build connections and boost Tierra awareness among Gen Z, leveraging Lavazza's esteemed reputation and commitment to excellence in the global coffee scene. Founded in 1895 in Turin, Lavazza has a rich history of innovation and sustainability, delivering premium coffee experiences in 140 countries while prioritizing people and the planet.
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Coffee is becoming more than just a beverage, it has the potential to transform lives.
Approach
After demonstrating Gen Z's characteristics, we may now work on a plan that splits us into three groups : Rebranding, Online, Offline.
Rebranding
Tierra's rebranding strives to modernize the brand to meet Gen Z expectations. To create a dynamic atmosphere, i added new colors and premiumization to the brand, and then emphasize the values in the information.
New Tierra Ice coffee !
I redesigned the packaging and introduced a new product to the list. Tierra Ice coffee, on the other hand, is a new product that, due to its simplicity, will help Tierra gain market exposure and increase consumption.
TWITCH Power
Online sponsoring
Twitch has a powerful and connected community, and we believe we can move people through it. The goal is to sponsor individuals who share our principles and provide to the viewver a code for future purchases on our site so that they may help build a better world by improving the lives of our employees in Amazonia, Uganda, and other places. Sponsoring -> Twitch Streamer -> Purchase Code -> You purchase a product with the code -> Upgrade Lives of our employees -> Create more impactful project.
SoMe
On social media, Tierra's feed will curate lifestyle and art content reflecting it values. Weekly spotlights will feature artists and influencers who embody the brand ethos, fostering engagement and connection.
Challenges, filters...
Snapchat and TikTok, with their massive user bases primarily from Generation Z, provide key platforms for Tierra's engagement. We'll create branded filters on Snapchat and launch hashtag challenges on TikTok, leveraging influencers to drive participation. On Instagram, Tierra's feed will curate lifestyle and art content, spotlighting artists aligned with our values.
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