Why Do International Coffee Brands Keep Chasing Cross-Industry Tie-Ins?
Lavazza and Lamborghini, both Italian, announced a partnership on June 11 covering events and coffee experiences in Italy and abroad, with Lavazza served at the Lamborghini museum. Lavazza then launched a limited Shake Vigor Series in China in two flavors, Midsummer Mango Coconut and Pineapple Sea, priced at 48 yuan for two cups.
The set comes with a co-branded shaker bottle and a phone lanyard, built around the idea of coffee customers shake themselves. The launch drew heavy online interest. Such tie-ins have become routine for international coffee brands, which use them to reach audiences outside coffee, though the pattern differs sharply from how old instant coffee brands built recognition.
When Italian coffee brand Lavazza meets compatriot supercar manufacturer Lamborghini, a cross-industry collaboration once again ignites consumer enthusiasm. On June 11, Lamborghini's official website announced a partnership with Lavazza, with the two parties set to host events and provide coffee experiences in Italy and international markets. Visitors to the Lamborghini Automobile Museum can also enjoy Lavazza coffee while touring classic models. Subsequently, Lavazza launched a limited-edition "Shake Vigor Series" in China, featuring two flavors — "Midsummer Mango Coconut" and "Pineapple Sea" — priced at 48 yuan for two cups, accompanied by co-branded specially crafted shaker bottles and phone lanyards and other merchandise, triggering a buying frenzy among netizens. Front Street Coffee has long followed such cross-industry developments. This article will review the product details and market response of this collaboration, and explore how brand partnerships can achieve a communication effect of 1+1>2.
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Looking at the current landscape, from fashion, cosmetics to film and television, art, museums, and even the automotive industry, cross-industry collaborations with tea or coffee brands seem to have become a trend.
On June 11, luxury sports car brand Lamborghini (Automobili Lamborghini S.p.A.) announced on its official website a partnership with Lavazza, a coffee brand also from Italy.
According to the collaboration, Lavazza will jointly host events with Lamborghini automobiles in Italy and international markets, including coffee experience sessions. Meanwhile, visitors to the Lamborghini Automobile Museum can enjoy Lavazza coffee while admiring the most iconic models in the brand's history.
Today, Lavazza officially announced the launch of a limited-edition Lamborghini co-branded coffee "Shake Vigor Series" in the Chinese market, paired with co-branded specially crafted shaker bottles, centered on the concept of "coffee made by customers themselves." The series includes two flavors — "Midsummer Mango Coconut" and "Pineapple Sea" — priced at 48 yuan for two cups. Purchasing designated coffee sets in stores also comes with a co-branded phone lanyard jointly released by the two partnering brands.
In the fresh beverage industry's environment of "new launches every day, collaborations every day," cross-industry partnerships are hardly novel anymore. Two seemingly unrelated brands appearing together is something many consumers have grown accustomed to. However, when the collaborator is top supercar manufacturer Lamborghini, netizens still couldn't hold back, eager to place orders and own "the first Lamborghini in their life."
After all, for most working people, a Lamborghini car may be out of reach, but a piece of merchandise bearing the Lamborghini logo is still affordable — and coffee is an indispensable daily drink anyway. Thus, a new wave of merchandise grabbing was set off once again, spreading through the internet to office buildings across the country.
"Young people's first Lamborghini," "Walking down the street with a Lamborghini bag feels so prestigious," "The closest I've ever been to a Lamborghini," "I have a Lamborghini too now, sis," "What a high-end collaboration, I own a Lamborghini (phone lanyard) too!" "I'm a Lamborghini user now (phone lanyard edition)"... Comments like these keep pouring in. It's easy to feel that spending the price of a cup (or set) of coffee lets everyone briefly experience the joy of owning a luxury car brand — and it feels like a bargain just thinking about it.
It's worth noting that in this collaboration, besides the phone lanyard merchandise, the standard "shaker cup" included with the new products also particularly catches consumers' eyes due to its built-in iconic Lamborghini logo.
Lavazza designed the coffee cup in the shape of a shaker bottle, and included a "shake it" usage guide with the coffee, allowing customers to participate in the coffee-making process. It's understood that this cup can not only serve as a shaker for direct shaking, but is also made of PP material, making it reusable — satisfying multiple desires at once, instantly captivating a wave of netizens.
This shows that as long as the collaborating brand's fame and influence are big enough, and the merchandise truly delights consumers, a 1+1>2 effect will naturally emerge, spreading at an astonishingly wide range.
Image source: Xiaohongshu screenshot
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The above content is compiled by CoffeeHunters, a coffee news website.
