Sunbeam - Unleash the barista

This 2004-06 campaign looked to position Sunbeam as a credible coffee-machine brand. Previous advertising had failed to make an impact, and there was a belief that only European coffee machines, from dedicated makers, were acceptable.

Sunbeam – Unleash the barista

Agency

bellamyhayden

Todd Alchin           StrategyGavin Gibson        Implementation  

Client

Sunbeam

Damian Court       Marketing ManagerAllison Cupillari    Product Manager  

Objective:

The task facing Sunbeam was to prove their credentials as a coffee machine brand, despite consumer motivations defaulting towards the specialist European brands.  

Results:

Within six months, Sunbeam earned their stripes, became the market leader and generated an incremental profit of $1.40 for each marketing dollar spent.

EXECUTIVE SUMMARY

Sunbeam isn't a European brand or a coffee specialist so people didn't really believe they made good coffee machines.

The brand...

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