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


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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