In 2005 Lavazza launched a new coffee with the name "Carmencita". This was the unforgettable character invented by the graphic genius Armando Testa, and who stared on Italian TV's "Caroselli". We created the first Italian sit-com for her, which was aired on Italia1 and Sky. For the first time in Italy the communication was based not on the product but rather on the character which was the product itself. The sitcom was developed on TV, internet and for the first time in Italy also on mobile phones, adding to the TV, internet, press, radio and merchandising campaign. A book was also published by Sperling & Kupfer. A concrete example of integrated and multi-media communication. Carmencita was an unprecedented marketing operation.