In recent years, voice assistants have seen huge expansion, and their market keeps growing. Their number will reach 8 billion by 2023, with Alexa leading the way and effectively becoming part of everyone’s family. In the meantime, Lavazza – a 125-year-old company – is trying to keep with the time and seizes the opportunity to become the first coffee brand to enter this game. The challenge was set to create a user experience that would help strengthen bonds with the consumer, organically gather data, and create a new sales channel for Lavazza original capsules and products.

Lavazza presents ‘A Modo Mio Voicy’. The first coffee machine with Alexa built in. Much more than a voice-controlled device: a personal, virtual, at-home barista capable of preparing a variety of recipes, adapting to customers' preferences, and increasing the brand's sales opportunities. To achieve these objectives, we have been crafting the perfect consumer and brand-focused experience, completely reinventing the act of drinking coffee at home.

The “Creative Connoisseurs” are Lavazza's primary target audience. They are coffee enthusiasts who enjoy every sip as the most uplifting experience in their day. They have a great deal of knowledge about coffee and preparation. They are quality-driven and enjoy customizing and personalizing their coffee experience. They are the most frequent and highest spenders when it comes to tech related to their hobbies and habits. This premium-range machine is the perfect solution to meet their needs and tastes, whether it regards quality, exclusiveness, or learning, as through Alexa Voicy also provides recipes and coffee tutorials, making an experience of every cup.

Lavazza ‘A Modo Mio Voicy’ is the result of a 2-year collaboration between Lavazza, Amazon and the agency. So far it’s been introduced in main markets for the brand – Italy and UK. More than a two-in-one design, it’s been developed to integrate to the Lavazza app, with the core aim of simplifying and improving the home coffee experience.

If Lavazza A Modo Mio claims to be “Your Italian coffee shop at home”, Voicy works as your virtual neighborhood barista who knows your tastes and habits. Consumers can personalize and save coffee recipes, receive notifications about new products and accessories, or simply follow their consumption habits.

Voicy alerts when machine needs cleaning or capsules are about run out, seamlessly allowing the purchase directly from Lavazza's e-shop on Amazon, engaging the consumer in the entire offering of the Lavazza store.

Next in global launch are USA and pan-European markets (Fall 2022).

Following a successful launch in the Italian market, Voicy experienced exponential sales growth after being launched in the UK market (September 2021), multiplying by 5 the absolute volume of sales from October to December, the same happening to the number of app downloads.

Online sales of Lavazza products increased by 16% while Amazon sales outpaced this number by 50%, with a total sales growth of 24%. Currently results are giving the greenlight for the company to proceed to other important markets worldwide.