Pirelli Calendar 2012
December 15, 2011 by staff
Pirelli Calendar 2012, The Italians seem to have got it down to a tee, with stand-out companies such as Pirelli and Lavazza expanding their brand globally with their annual glossy publications promoting an exclusive lifestyle to their customers.
The Pirelli calendar, known simply as ‘The Cal’ and famous for its artistic pictures of barely-clothed women, has been used as a marketing tool for the last 40 years.
The company claims the calendar is ‘the icon of Pirelli’s communication’ to its consumers and are now collectors’ items.
Similarly, the Lavazza calendar, which marks its 20th anniversary in 2012 when it will be delivered to 30,000 VIPs in 14 countries, promotes a lifestyle which celebrates two great Italian loves – women and coffee.
‘In Italy, coffee is more than a drink – it’s a daily ritual, and a glamorous, lifestyle product,’ said Francesca Lavazza, corporate image director.
‘There is a lot of emotion, feeling and experience around coffee.
‘In Italy, we are the market leader so now we are focused on the international market because we would like our trade to be made up of 60 per cent at home and 40 per cent abroad.
‘We believe we need the calendar as a brand builder to fit our strategy of creating an iconic image abroad.’
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