UK audiences will be officially presented to the latest innovation in the world of coffee: a coffee machine that talks. 

That is the result of a partnership between Italian coffee manufacturer Lavazza and technology company Amazon, who worked together to create the new A Modo Mio Voicy, the first mass-produced coffee machine with Alexa integrated system.

Carlo Colpo, Marketing Communication Director at Lavazza, comments: “Lavazza Voicy is a coffee machine that best represents Lavazza's spirit of innovation. A spirit of innovation that also lives in the creativity of its communication. Thanks to VMLY&R and the work done with director Ali Ali, we have pushed our communication codes, once again, beyond the limits.”

Supporting the innovation, an integrated launch campaign by VMLY&R Italy shows how Lavazza brings authentic Italian coffee into the future through fast-paced vignettes seamlessly tied together by clever transitions.

Lavazza – Alexa

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The coffee machine is the true hero of the campaign that shows its skills, expertise, sense of humour and portraits interactions with different characters as word-of-mouth spreads about its features. The star product plays, for once, an active part in the film, not just featuring traditional beautiful product shots.

“Creating a campaign for an innovative product is always a big challenge. Fortunately, the nature of this product and the people involved, starting with our client, also made it great fun,” added Rafael Genu and Cristian Comand, Executive Creative Directors VMLY&R Italy.

Since the launch of their More Than Italian platform in December 2018, Lavazza has aimed to build a premium-with-a-smile tone of voice, mixing the Italian way of life with urban cosmopolitan fashion attitude. “Alexa, make me an espresso!” was directed by awarded-winning Egyptian director Ali Ali and is his third collaboration in three years with Lavazza and VMLY&R Italy.

With the new Lavazza A Modo Mio Voicy coffee lovers can request coffee by voice (or through the Piacere Lavazza app), set personalised coffees for every occasion, and never run out, since Alexa alerts them when capsules are low. All this is in addition to Alexa’s regular features.

The integrated campaign debuted in Italy over the summer and is rolling out to the UK. It will run across TV, online, print, OOH and social. Media by Wavemaker.