Sunbeam Appliances - When the coffee machine needs the pick me up

Australian coffee consumption has grown by 65% in the last decade. Sunbeam was one of the brands appearing on the rich tapestry of coffee drinking, but while it was well known as a company that made a range of small electrical appliances, it was less well known for making pretty decent coffee machines which make pretty decent coffee.
Agency: bellamyhaydenAuthor: Todd Alchin

Sunbeam Appliances – When the coffee machine needs the pick me up

Finalist – Campaign for Established Product Brands

Special Award – Best Contribution to Media Thinking

Agency: bellamyhayden Client: Sunbeam Appliances Product: Sunbeam Coffee Machine

WHEN PLANNING LEADS TO LESS ADVERTISING

This paper carries the distinction that the contribution of planning lead to less advertising for the brand.

But planning also helped Sunbeam address a major challenge: nobody believed they made good coffee machines, because they weren't European.

We confronted the superficiality of these brands by injecting real credibility into...

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