Mikhailov & Partners to promote Lavazza in Russia
Lavazza, one of the world’s key manufacturers of coffee products, has chosen Mikhailov & Partners as its external communications consultant in Russia in 2016.
“Working closely with Lavazza’s PR and events department, as well our strategic partner – the Italian branch of the global PR firm Burson-Marsteller, Mikhailov & Partners will be responsible for devising and implementing local communications activities for Lavazza in Russia. The key campaign goals are to position Lavazza as a leading market player and strengthen the brand’s reputation amongst target audiences on the Russian market”, said Nadezhda Drozdova, Director of Mikhailov & Partners’ Corporative Communications Practice
Mikhailov & Partners’ expertise will make an important contribution to developing an integrated global PR strategy and will help to reinforce the status of the Lavazza brand as the sole expert in producing original Italian coffee with 120 years of experience, special family traditions and genuine Italian passion, offering a whole range of different coffee products.
Lavazza was founded in 1895 and is now one of the six biggest coffee roasters in the world. A cult Italian coffee brand, it has been successfully developed over that last 120 years by four generations of the Lavazza family. With an extensive network of representative offices and distributors in over 90 countries, Lavazza today exports around 55% of its own coffee and has a product range consisting of more than 400 items. The company expects to record revenue growth of 8% to more than 1.4 bn euros in 2015.
What makes Lavazza’s coffee unique is the fact that the company combines coffee beans from different continents to make a single product. This so-called “blending concept” was devised in the company’s infancy and Lavazza remains faithful to the tradition to this day. Lavazza was the first of the Italian coffee brands to develop and launch a system of manufacturing espresso capsules and it now has more than 25 years of experience in producing and selling individual coffee portions.