Despite being around for 90 years and being widely popular in its country of origin (Italy) and other international markets, illy coffee lacks mass awareness in the United States. The coffee category is crowded and we needed to break through with a younger target audience.
To drive significant awareness of illy in the U.S. and reinforce the brand in the luxury lifestyle space, we partnered with The Snow Lodge at the St. Regis in Aspen, Colorado. Two top-tier media and four influencers were invited to experience the exclusive partnership –for the brand’s first ever influencer trip –and enjoy the illy activations around the hotel. They stopped by The Snow Lodge for their morning coffee each day, allowing them to capture and amplify the experience to their audiences. In partnership with the Supper Club, the trip culminated in an exclusive dining experience designed to highlight the exceptional taste of illy coffee through cocktails and dessert.
Magrino secured top tier press coverage in Forbes and People, resulting in 74.6MM media impressions. Influencer partners posted two waves of content, bringing the partnership to life and driving 74,591 Total Instagram Story Impressions + 168,076 Total Instagram Feed Impressions.