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...