Fremantle and Lavazza have signed a two-year sponsorship agreement for America's Got Talent on NBC, one of the most iconic shows on American television, created by Simon Cowell, co-produced by Fremantle and Syco Entertainment.
A further level of amplification for Lavazza's international campaign “Pleasure makes us human" and its Brand Ambassador ‘Luigi,’ the robot with human feelings, which debuted in the U.S. television prime time, where AGT's season was the summer's most watched broadcast alternative show for the 19th year in a row and the #1 competition reality show with over 3 billion video views per year to date.
The deal is the result of collaboration between Lavazza Group's Global Marketing Communication team and our Global Branded Entertainment team, which specializes in supporting companies with TV and digital brand partnerships, nationally and internationally, across the 27 territories we operate in.
“We are thrilled to bring a prestigious Italian brand like Lavazza to an internationally renowned format like America's Got Talent. This is the first time we are introducing such an important Italian brand in a market that is completely different from ours like the U.S. market,” says Roberta Zamboni, Global Head of Branded Content & Sponsorship at Fremantle. “It is inspiring to see brands expanding into new territories and collaborating with the local Branded Entertainment teams in our network to create cross-fertilization between local brands and international formats. For Fremantle's Global Branded Entertainment department, the future will increasingly be about removing barriers between brands rooted in the realities of individual countries and international formats and content.”
“We are proud of this partnership with Fremantle and America's Got Talent, a programme of great renown and prestige in the American market, which represents a strategic business area for us,” says Carlo Colpo, Marketing Communication Director and Brand Home Director of Lavazza Group. “This collaboration marks another step in the internationalization journey and that we have been on for some time and allows us to strengthen the narrative of our new campaign “Pleasure makes us human” by creating an emotional connection with a wide and diverse audience.”
A successful operation that took shape with the branding of the legendary tumbler, the cups placed on the counter of the judges of America's Got Talent, on which Lavazza is the Official Coffee Partner, and with an amplification on the social profiles of the programme where, in a funny post, the robotic Luigi showed its “human” talents on the AGT stage to Simon Cowell.
After the excellent results in terms of visibility and engagement, the partnership between America's Got Talent and Lavazza continues in the next season, that will return to air on NBC in 2025.
