« I’m Back » : la campagne Lavazza avec Andre Agassi

Lavazza, café officiel des 4 tournois du Grand Chelem ATP, a fait d’André Agassi son ambassadeur pour promouvoir l’US Open qui se déroule en ce moment. L’ex-tennisman est au centre d’un spot qui retrace ses exploits et dans lequel il annonce son retour.

Andre Agassi est le nouvel ambassadeur de la marque de café Lavazza, partenaire de l’US Open et plus largement de tous les tournois du Grand Chelem. Marco Lavazza, Vice-Président de l’entreprise éponyme explique : « Lavazza est fier de dévoiler son nouveau partenariat mondial avec l’un des plus grands athlètes de l’histoire, Andre Agassi. Nous avons commencé à communiquer notre passion pour le tennis il y a plus de 6 ans à Wimbledon, et les tournois sont rapidement devenus l’une de nos plateformes stratégiques essentielles pendant lesquels nous communiquons sur notre patrimoine, nos valeurs et nos produits. L’investissement dans le sport est stratégique pour Lavazza : le profil de notre clientèle cible correspond parfaitement à celui d’un fan de tennis et la présence lors des tournois principaux et lors des 4 Grands Chelems nous donne l’occasion de mettre davantage en valeur nos produits de qualité dans des pays clé pour l’entreprise. »

Ce partenariat est activé avec la campagne « I’m Back ». Des teasers ont été diffusés sur les réseaux sociaux afin de susciter l’intérêt des internautes. La couleur rose fait écho au célèbre bandeau que portait Agassi lors de ses matchs.

La révélation du spot ci-dessous a été accompagné d’une opération événementielle qui a réunit 150 clones de l’ancien champion. Ces derniers ont fait leur apparition dans les rues de New York, la coupe mulet était de rigueur pour que les silhouettes soient immédiatement identifiées comme étant les sosies du champion. Ils se sont dirigés vers l’Arthur Ashe Stadium pour présenter le film et ainsi lancer la campagne. Andre Agassi déclare : « Cela a été une expérience merveilleuse de travailler avec une marque innovante et de filmer le sport « I’m Back » en Italie, de concevoir une activation fun et engageante qui est le coup d’envoi de notre partenariat. »

En plus de ces actions, Lavazza a décidé d’offrir 1$ à la Fondation Andre Agassi pour chaque café vendu dans l’enceinte de l’US Open.

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