I don’t really understand
why Lavazza decided that it made sense for it to be a sponsor of Wimbledon.
Don’t get me wrong; I love a good coffee as much as the next person.
(This is advertising after
all. We all need that drip feed of caffeine. Or failing that, hard drugs.)
But it does strike me as a
curious play on the part of an Italian premium coffee brand, to sponsor a major
sporting event that is a) quintessentially British, and b) already associated
with a number of other foods and drinks.
I can imagine that the
Lavazza target market and the tennis audience have a lot of overlap. But the
characteristic of being generally upper middle class shouldn’t really be
justification its own for such a leap.
A good contrast to this is
Robinson’s. They make squash. Tennis players drink squash-like drinks. And more
to the point, young children of all demographics and wealth levels drink
squash, generally after running around too much and collapsing like exhausted
bees.
The fact is, on a hot
British summer day, people do not go running for the espresso machine. They
drink squash. Because it is refreshing.
It’s not rocket science.
That said, perhaps the most
interesting element of the Wimbledon sponsorship story is this: according to Adweek, the most successful brand of Wimbledon 2015 in terms of social buzz
wasn’t Lavazza, nor was it Robinson’s.
It was Pimm’s. Who are not,
in fact, a sponsor at all.
Food (or should that be
drink?) for thought.