Lavazza customers have a chance to win one of 100 free Duolingo Plus annual subscriptions when they purchase a 1kg bag of the new Lavazza Espresso Barista whole beans via online redemption.
The partnership with the world’s number one language app is a result of research commissioned by Lavazza Australia, which showed that although international travel is off the cards for 2020, almost 11 million Australians would like to learn a new language, in particular Italian (27%), Spanish (24%) and French (22%), followed by Japanese (16%) and Mandarin (11%).
A Duolingo Plus subscription will enable consumers to learn the real Italian lingo with their real Italian coffee.
This aligned with Duolingo’s app data, which showed the number of people studying Italian had increased 27% year-on-year. The app has experienced local growth of more than 90% week-on-week since restrictions began – peaking at a 190% increase in new users during the entire month of March 2020.
The national report, which spoke to more than 1,000 Australians, found Gen Y (37%) to be the most eager to learn, closely followed by Gen Z (34%) and Gen X (18%). Baby Boomers came in at the tail end with just one-in-10 claiming any interest in learning a second language.
The research also found that since COVID-19 regulations came into place, six-in-10 Australians reported learning from home was easier, due to fewer distractions (26%) and being able to move at their own pace through learning apps (38%).
Further, two-thirds of the nation have admitted to having more free time than ever before, with over half a million people currently learning over their morning cup of coffee.
Australians spend on average 10 minutes to prepare and drink their daily coffee, with two million spending 30 minutes or more. According to Duolingo, it takes just five minutes a day to learn the basics of a new language and upskill at home.
Since March this year, almost three-in-10 Australians have made the switch from cafe-bought coffees, resulting in more than 90% of Australians now making their daily coffee from home.
Lavazza marketing director for APAC,Mimmo Orlando said, “The past few months have seen a shift in the way consumers prepare and enjoy their daily coffee. We have seen coffee machine sales more than double compared to this time last year, and we have also seen whole bean sales grow by double digits.
“To celebrate the launch of our new and most premium whole bean collection yet, Espresso Barista, we are looking to help Australians create and perfect a professional barista-level coffee in the comfort of their own home, while making the most of their desire to learn Italian. They will be able to order their favourite caffè in no time, as if they were in Italy.”