Lavazza's Out of This World Coffee Supports Sustainable Farming on Planet Earth

Lavazza, the leading Italian coffee company, has unveiled ¡Marte! For Another Planet: the brand-new coffee product that grows on Mars. It doesn't exist yet, but its name plays on Lavazza’s product range called ¡Tierra! as a fun feature to raise awareness about the importance of taking care of our planet. The Earth Day stunt includes a video presenting the product with the aim of highlighting Lavazza's commitment to teaching coffee producers how to breed coffee through sustainable farming practices and protect the only planet on which it grows: the Earth. 

The digital activation takes viewers on a journey to Mars and features red beans that look as if they could have been grown in a Martian environment. Just when you think that ¡Marte! could be real, the video reveals that it’s not yet  possible. The new campaign, through suspense and irony, reaffirms that Lavazza supports coffee farmers by fostering  good agricultural practices to counter the effects of climate change, so that hopefully they won't have to grow coffee on Mars any time soon. 

¡Marte! For Another Planet is a full digital campaign, created by Publicis Italy / Le Pub, that goes along with Lavazza’s ongoing commitment to sustainability and environmental responsibility. The company has implemented a comprehensive action plan, that includes reducing its carbon footprint, while through Lavazza Foundation, it promotes  sustainable farming practices and supports social and local environmental initiatives in coffee-producing communities around the world. 

"The attention to sustainability is part of Lavazza's journey. Involving and raising awareness about respecting the environment among as many people as possible, through original and innovative communication, is the strategy that  has distinguished us for years". commented Carlo Colpo, marketing communication director and brand home director of the Lavazza Group. "With this digital campaign, launched on International Earth Day, we wanted to play  with our audience, engaging them in an unexpected, extra-terrestrial territory, in order to promote messages of social responsibility and sharing of good practices, two initiatives that Lavazza has been pursuing for a long time." 

Since January 2023, following a competitive pitch, Le Pub has been officially appointed as the lead agency for Lavazza's global social media activities. 

"We're excited and honoured to partner with one of the world's best-known Italian brands. Lavazza has a rich history of excellence made up of constant innovation and leaps into the future, and we both share this affinity of values. ¡Marte! For Another Planet proposition is a testament to the power of strong insights when it comes to finding innovate ways to engage with people. Le Pub’s activation aims to capture witty stories based on these insights, supporting Lavazza to authentically shed light on their sustainable initiatives.” said Bruno Bertelli, global CEO of Le Pub, global CCO of Publicis Worldwide and CCO of Publicis Groupe Italy 

The global campaign will be aired on brand’s digital and social channels starting from Earth Day on April 22nd.