In 2005 Lavazza, one of leading coffee companies in the world, launches a new product called Carmencita. This name is full of meaning for Italians. Created by Armando Testa, the character of Carmencita made her TV debut in 1964 and after a short time, was enjoying phenomenal success. That’s why the Armando Testa agency decided Carmencita should make her TV comeback, making her the star of a real sitcom. For the first time in Italy the communication is not based on the product, but on a character which is the product itself.

First Carmencita appears on a teaser site, then a press campaign in the entertainment pages of dailies, a radio campaign and merchandising.Time for the sitcom: twelve episodes aired outside normal advertising spaces, Fridays at 7.30 on Italia 1, the best youth channel, included in the official TV listings. “No heart without thorns” section appears on the site. Carmencita is consulted for advice and replies on the site or TV with a multi-subject campaign.

The media investment for the Carmencita project is less than 4m euros (source: Nielsen net). This is a contained amount in relation to the results: just six months after the launch, the product achieved 60% brand awareness.