Breville: A New Brand in a New Market

Janet Grimes

Launch of an electric sandwich toaster, 1978-81, by a small company previously unknown in Europe (formed in 1978).
Agency: Colman & PartnersAuthor: Janet Grimes

Breville: a New Brand in a New Market

INTRODUCTION

Breville Europe, a company unknown in this part of the world, was created in 1978.

It is a small organisation which relied upon its ability to create consumer and trade demand to achieve sales. This case history is the story of how it successfully did just that.

Breville created unparalleled demand for a small electrical appliance by relying almost exclusively on advertising to:

  • Build a market from scratch.
  • Establish market leadership for a previously unknown ...

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