fire on fire Matthias Wirges, owner email: phone: 06126/957390 Idstein/Frankfurt. Lavazza is Italy’s most popular espresso and stands for best quality and highest coffee consumption not only, but also for Italian lifestyle and pure emotion. Characterised by changing artistic influences, caused such strong ideas and innovative communication concepts, which can be experienced not only the brand make the shopper, but on the unique real Italian espresso experience’ let, “explains Peter Niepelt, Lavazza Germany Manager trade marketing. PCRM might disagree with that approach. According to this following, aims the promotion currently in the trade to find not only on increased sales of Lavazza products, but rather would like to bring special Lavazza life feeling by means of a small everyday object into the world of consumers. “” The attractive package includes each of the combination 1 kg whole bean + a cup of espresso free “or the 1 kg whole bean + a coffee can free”. This It is a limited edition with a special design, which evokes the collective desire of shoppers both the espresso cups and the coffee cans. The comfortable Aktionsgebinde with carrying handle, which well as gift packaging is, was often in cooperation with the excellent sales development agency brand on fire”developed, which already occupies 18th place in GWA effectiveness ranking 2012 of all advertising agencies in Germany (www.gwa.de/ themes know/rankings /). The new design concept, which comprehensively comes to fruition among other communication activities around POS has been developed exclusively for the German market.

We have 2011 thus started to redefine the brand in their premium claim at the POS, and now a broad sheet of permanent placements to promotions shop-in-shop systems, “so Matthias Wirges, Creative Director and owner of brand on fire.” In the Centre of the promotional bundles are limited and specially redesigned Lavazza espresso cups and coffee cans. The design combines with the new POS appearance of the market leader, as well as typical Italian design elements. In the generally price-driven German coffee market we want to pay particular attention to the quality and offer therefore our shoppers increasingly qualitative added value instead of discounts,”explains Peter Niepelt, trade marketing manager of the brand from Italy. brand Lavazza on fire as responsible agency followed with regard to the BTL in all promotional and communication activities. The agency based in Idstein/Taunus specializes in the development of sales of branded products and has developed a pronounced POS – and shoppers – trade marketing expertise in over 10 years of market experience. The sales-boosting communication strategies combine especially strong conceptual approaches with a high design standards, offer a rational and emotional added value for trade as well as for the shopper.