Lavazza is the major Italian producer of coffee and is present in more than eighty countries abroad.For years the Lavazza name and its products have been associated with the very best of Italian culture. The calendar fulfils this role to the maximum: it publicises the art of coffee, treating it like an object of art.

Coffee is a small everyday pleasure, something that puts you in a good mood, just like humming a popular tune. The great tradition of Italian music has become the symbol and the backdrop for the 2010 calendar, which has been interpreted in a modern key through the lens of Miles Aldridge.

The calendar represents an excellent PR tool for the Lavazza brand. It generates thousands of articles every year, particularly just after the launch event which is celebrated in a different country each year. In order to boost the importance of the project, a CD featuring Nessun Dorma has been included with the calendar. This is the most famous of Italian 'romanza' and this special version was recorded for the event by Anthony from Anthony and the Johnsons.