As part of its 120th anniversary celebrations, Lavazza is launching the most extensive international communication campaign in its history. Titled, "Lavazza, There's More to Taste," the international campaign will include the Italian coffee company's first broadcast push in the U.S. market.

Developed by the Y&R Italia advertising agency, the campaign centers on the advice given to a young Luigi Lavazza by his father: "In life, there's always more to taste." It was ultimately this advice that encouraged the young and enterprising Luigi Lavazza to discover coffee's many different expressions from around the world and create the art of coffee blending.

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Source: http://www.vendingmarketwatch.com/