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Lavazza has unveiled details of their new global partnership that includes a tennis legend, Andre Agassi. The partnership positions Agassi as a spokesman for Lavazza in the world of tennis, and it officially began at the US Open with a special event and promotion for spectators, with teasers in the morning throughout New York. Authentic Italian family owned company based in Turin, with 120-year tradition, is active in the world of tennis for many years, and in 2015 it became the only brand of food and beverage segment which is a partner of all four Grand Slam tournaments in the world.
As an innovative coffee company, Lavazza sought for a partner who shares this quest for excellence in everything they do, and that is what they found in Andre Agassi. Agassi is undoubtedly one of the biggest tennis players of all time, with an impressive 60 ATP titles, 8 Grand Slam tournaments, he had the honor of being the world’s number one six times, he won the Olympic gold and is one of only a few athletes to win the Golden Slam (four Grand Slam tournaments and gold medals).
“I’M BACK!” campaign and supporting flashmob events
Amid this partnership, Lavazza chose an innovative and creative approach for the “I’M BACK!” campaign. The campaign developed gradually until the official announcement that Andre Agassi will be returning to the US Open with Lavazza. In order to make everyone buzz about this, the company started posting a number of teasers on social media. Later, Lavazza spread its message through New York with outdoor ads, strategically placed at key points, which featured the iconic silhouette of Andre Agassi of the 1980s, along with neon pink headband.
Then on 30 August, 150 people, all Agassi clones dressed in distinctive and iconic silhouette of the ’80s, were sent to run the New York streets and communicate with tennis fans in the city of US Open, and thus feed the interest for the final presentation of Agassi at the US Open. Between the first and the second match, Agassi clones gathered for a spectacular appearance on the Arthur Ashe Stadium, where the new TV commercial of the campaign “I’M BACK!” was presented, officially welcoming Agassi at the US Open after more than 10 years.
“It has been such a wonderful experience working with the innovative brand from filming the ‘I’m back’ video in Italy, to conceptualizing a fun and engaging activation that is kicking off our partnership. I look forward to seeing what the years ahead have in store for us,” Agassi said, and added: “I am very proud to be partnering with Lavazza, a company that shares not only my passion for tennis, but also an ethical commitment to children and education.”