Earlier this year, Italian coffee artisan Lavazza renewed its sponsorship partnership as the Official Coffee Partner of Dubai Fashion Week for the second consecutive year, representing one of the biggest lifestyle campaigns Lavazza has ever activated in the UAE.
The strategic partnership with Dubai Fashion Week was a core part of a multi-faceted campaign that Lavazza has executed across a variety of key touchpoints.
This included, among others, a media and influencer engagement, consolidating relations with prominent media outlets and influential figures in the region; public relations, to consolidate positive brand awareness and positioning; social media strategy, with a dedicated social media content plan, developed in collaboration with Dubai Fashion Week; and on-site activation, with a branded Lavazza lounge offering an immersive on-site experience and showcasing Lavazza as a premium coffee brand.
Speaking to Campaign Middle East, Lavazza’s MEA Marketing Manager Sara Yousef said, “This multifaceted approach is designed to maximise brand visibility, foster meaningful engagement, and strengthen Lavazza’s presence within the prestigious Dubai Fashion Week landscape.”
“The Fashion Week represented the chance to bring an exclusive coffee experience, showcasing the perfect blend of style, innovation and excellence: all these values are close to Lavazza pillars and commitment to offering premium coffee globally and build upon its successful campaigns and collaborations,” Yousef added.
The Italian company recognises the annual event as a great platform where the worlds of coffee and fashion converged to create an unforgettable experience for all attendees. The brand views the event as an opportunity to meet local consumers, media, celebrities, potential partners, and showcase Lavazza as a premium brand through its offerings in a dedicated lounge, where its brand visibility is showcased also through design and interior decoration.
“The event perfectly embodies the fusion of creativity and culture that defines Lavazza. Our shared commitment to excellence allows us to offer an exclusive coffee experience that enhances the sophistication of this prestigious event,” Yousef added.
Visitors at the Dubai Fashion Week were offered the opportunity to experience the La Reserva de ¡Tierra! coffee blends at The Lavazza Lounge, located at the entrance to the shows. Attendees tried out recipes such as the CoffeePolitan, a twist on the classic cosmopolitan, and Passion Me, a shaken soft drink developed in collaboration with food philosopher Ferran Adrià.
“If we look at last year’s partnership, the sponsorship of Dubai Fashion Week worked very well in terms of brand’s positioning and awareness: throughout the event, around 3,000 cups of coffee were served daily. The most popular drinks included the delightful Coffeetails Passion ME, E-tonic and CoffeeTail N° 10,” Yousef explained.
Lavazza also served many recipes for the first time in the UAE such as the Bicerin secondo and cappuccino spuma featuring the Cremespresso. Alongside the beverages, Lavazza also offered guests a total of approximately 30kg of caramel coffee popcorn treats daily.
In addition to the lounge, Lavazza also powered the backstage, models and the hair and makeup crews, who enjoyed a staggering around 800 cups of Lavazza coffee each day.
“The Lavazza Lounge location ensured high volumes of footfall pre and post shows. The design and especially the two coffee cup seats allowed for ‘insta-worthy’ moments to be posted on social media platforms,” Yousef added.
Commenting on the overall impact of the campaign, Yousef concluded, “Dubai Fashion Week serves as a prestigious platform of considerable value for brands, offering unparalleled visibility and significant potential for impactful engagement. It has contributed to consolidating the Lavazza perception in the region, showcasing its commitment to culture and art fields, alongside reinforcing its premium positioning and enriching its narrative, educating consumers on the brand’s dedication to delivering unparallel coffee experience.”
