Lavazza introduces Tablì to the Italian market, a breakthrough designed to deliver a truly “100% caffè” experience. The system is the result of a five-year research pathway supported by more than 15 patents, signalling a strong industrial commitment to technological advancement in the food and beverage sector. Tablì integrates a solid coffee tab with a next-generation extraction machine, creating a platform engineered to elevate taste accuracy, crema structure and aroma release.
Marco Barbieri, Marketing Director Italia at Lavazza Group, highlights the strategic significance of this launch by stating that the brand’s continuous innovation and 130-year expertise allow Lavazza to transform coffee into a multisensory moment. According to Barbieri, Tablì represents a decisive turning point for the Italian single-serve segment, introducing a format that is both original and highly distinctive.
At the core of this transition is the Tablì “tab”, a compressed unit of pure ground coffee designed to optimise density, particle distribution and hydration during extraction. Through this engineered structure, each tab ensures enhanced in-cup performance, amplifying aroma stability, colour intensity and flavour persistence. The range includes four blends—Qualità Oro, Espresso Classico, Espresso Intenso and Decaf—providing diversified sensory profiles for a broad consumer base.
Design, Technology and Smart Connectivity
The Tablì machine has been developed with strong attention to functional design, with the aim of simplifying the user experience and ensuring consistency in beverage quality. The slider system, shaped to resemble a coffee bean, demonstrates an ergonomic approach that reduces friction points during the preparation process. The device is available in three colour variants—Walnut Brown, Graphite Black and Coffee Cherry Red—reflecting the natural chromatic palette of coffee production environments.
Performance remains central: the machine supports three extraction formats, ristretto, espresso and lungo, each designed to deliver a rich and persistent crema, supported by an optimised pressure and temperature system. In line with current smart-home trends, Tablì also integrates intelligent connectivity via a dedicated app, offering remote commands and voice activation compatible with Alexa and Google Home.
A Multichannel Strategy to Communicate the Future of Coffee
To support the launch, Lavazza has developed “COFFEE FACTORY”, a multichannel campaign that underscores the ritual dimension of coffee and its evolving role in modern lifestyles. The brand has chosen Luigi, its well-known robot ambassador, as the protagonist of a new 30-second film. The narrative follows Luigi through an imaginary journey inside the factory where Lavazza’s “100% caffè” magic is produced. After interacting with a Tablì tab, Luigi is transported into a dream-like world where coffee is transformed into perfect, compact units, reinforcing the message that Tablì is the future of coffee, available today.
A complementary 15-second video focuses specifically on the engineering behind the tab’s structure, bringing viewers into close contact with the Crema Plus technology that generates the thick, enveloping crema distinctive of Tablì extractions. Creative development was managed internally by Lavazza, while Wavemaker coordinates the media planning across TV, digital and social channels starting from 14 October.
Bringing the Tablì Experience to Italian Cities
Between late October and early December, Lavazza is taking the “100% caffè” experience on tour across key Italian cities and commercial hubs. The installation has been designed as a fully immersive environment, engaging all senses and guiding visitors through a sensory pathway led by Coffee Experts. The setup includes an intimate, suspended space dedicated to the Tablì ritual, allowing participants to experience the product’s aromatic and tactile features first-hand. At the end of the visit, guests receive a giveaway to extend the experience at home.
Cover: Luigi robot ambassador Lavazza