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Home » Why Lavazza Coffee’s Emergence Into the Metaverse Is a Fail
My Metaverse Minute

Why Lavazza Coffee’s Emergence Into the Metaverse Is a Fail

Kieron AllenBy Kieron AllenSeptember 14, 20222 Mins Read
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Acceleration Economy Metaverse

In Episode 158 of My Metaverse Minute, Kieron evaluates how Lavazza Coffee Company’s attempt to join the Metaverse can be considered a major fail with no clear focus, brand connection, or use cases.

This episode of My Metaverse Minute is sponsored by Community Summit North America, the largest independent gathering of the Microsoft Business Applications ecosystem taking place October 10-13 at the Gaylord Palms in Orlando, Florida. With 500+ Dynamics 365 & Power Platform sessions and more than 300 speakers, this event is a must-attend for Microsoft customers. Visit summitna.com for more details.

Highlights

00:15 — This episode is sponsored by Community Summit North America, which will take place October 10-13 in Orlando, Florida.

00:43 — In a recent press release, Lavazza Coffee Company announced that it has officially entered the Metaverse but not with coffee. The Italian coffee company is launching a football-inspired video game to raise awareness about the environmental impact of deforestation, attempting to reach young people.

01:21 — This attempt seems rather short-sighted. Video games, introducing your brand to the Metaverse, and raising environmental awareness don’t necessarily work well together — especially when it’s a football-inspired video game raising deforestation awareness under the brand of a coffee label.

02:16 — Kieron considers this a prime example of an organization jumping into the Metaverse, trying to show intent and a forward-thinking mentality with technology. However, without a specific focus, there isn’t a clear use case or brand connection.

02:46 — Kieron asks: In what ways is this method beneficial? How does it boost the brand?


Want to compete in the Metaverse? Subscribe to the My Metaverse Minute Channel:

Acceleration Economy Metaverse

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Analystuser

Kieron Allen

Cloud, AI, Innovation
Cloud Wars analyst

Areas of Expertise
  • Business Apps
  • Cloud
  • Cybersecurity
  • Data
  • LinkedIn

Kieron Allen is a Cloud Wars Analyst examining innovations in, and the future impact of, the latest AI, cloud, cybersecurity, and data technology developments. In his ongoing analyses and video reports, Allen focuses on the platforms, applications, people, and ideas that will mold our digital future. After serving as the Online Editor for BBC Sky at Night Magazine and as the Editorial Assistant for BBC Focus Magazine, Kieron became a freelance journalist in 2015 where his focus on the business technology market became a key passion. Kieron partners with technology start-ups and organizations that share his interests in science, social affairs, non-profit work, fashion and the arts.

  Contact Kieron Allen ...

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