|Agency: bellamyhayden||Author: 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...