The Launch of Lavazza ¡TIERRA! : Elevating Coffee Sustainability through Green Practices

Objective:

Supporting the launch of Lavazza's ¡Tierra! for Planet coffee collection, introducing a new line of premium bio coffee products to the market, while aiming to increase awareness on sustainable bio-agricultural coffee harvesting.

Achievements:

- Spearheaded the transition to 100% recyclable packaging for the ¡TIERRA! coffee capsule collection, ensuring alignment with sustainable packaging practices and environmental goals.
- Collaborated with external agencies to develop innovative package designs that reflect the brand's commitment to sustainability while maintaining visual appeal and brand identity. 
- Conducted marketing-led customer research campaigns, leveraging insights from surveys and focus groups to optimize product positioning and appeal.
- Engaged with stakeholders, including agencies and NGOs, to obtain certifications and approvals for the environmentally friendly packaging and compostable coffee capsules, reinforcing Lavazza's commitment to sustainability.