Showcase 2: Caffitaly
Caffitaly needed a powerful testimonial to launch their revolutionary Italian coffee product on TV. PicNic managed to contract Luca Argentero to endorse the Caffitaly product, the very first time this very well respected Italian Movie actor appears in a TV spot.
The spot focuses on convincing the viewer that Caffitalia’s coffee system produces the ultimate cup of coffee. Actually, the product quality is so good that it doesn’t really need endorsement from a celebrity.. which is where Luca Argentero loses his job as testimonial, as job “he wanted so badly”.
The spot ends with a traditional product promotion which is where the testimonial comes back into play, following by a demonstration of the available Caffitalia coffee machines and associated pricing structure.