Lavazza ‘Coffee Defenders’

FMCG Lavazza Italy
Lavazza Coffee Defenders case study

The Brief

Lavazza wanted to communicate their commitment to sustainability, supporting coffee growers in developing countries, and women empowerment.


“Coffee Defenders: A Path from Coca to Coffee” is a docufilm that highlights the journey of Johana, a Colombian coffee farmer, and Alexandra, an award-winning reporter, as they make their way from Colombia to Costa Rica. 

Together, they bring one of Johana’s coffee seedlings to one of the most important coffee collections in the world, where it will live forever as a symbol of rebirth on behalf of her entire region.

The film, a 30 minute long documentary directed by Oscar Ruiz Navia, one of the best-known voices in contemporary Colombian cinema, was launched on World Environment Day (June 5th) on Amazon Prime Video, available in the UK, the USA, Italy and Germany.

With this documentary, Lavazza demonstrates its commitment to social good in a new way, turning institutional communication into entertainment for a larger audience.


Engaging the audience

The docufilm reached 140 million people and was watched for almost 200 thousand hours

Overwhelming love

The initiative drove 98% positive sentiment

Driving business impact

The initiative generated a +4.1% customer purchase intent


Daily Coffee News, 3 Jun 2020

Lavazza-Made Documentary ‘Coffee Defenders’ to Begin Streaming This Week

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Rolling Stones, 3 Jun 2020

‘Coffee Defenders, a Path from Coca to Coffee’, guarda il trailer del primo docu-film di Lavazza

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Creative Moment, 3 Jun 2020

Lavazza’s docufilm shows how land previously used for illegal crops from the Colombian government has been converted into a coffee plantation

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Vanity Fair, 3 Jun 2020

Dalla cocaina al caffè: cosa vuol dire lavorare con un fucile puntato alla testa prima di tornare a essere liberi

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