 “We are making a huge investment in the brand which is particularly important during these challenging times,” CEO David Jackson said. “As part of that, we are injecting the brand with relevance, humour and a sense of pride. Our research suggests that most Australians are ‘helped’ by a Sunbeam appliance every day – whether it’s through food preparation and cooking, heating their homes or ironing clothes.
The creative for the four 30-second commercials revolves around appliances which have been personified. Each appliance – an iron, kettle, espresso maker and Mixmaster – ‘speaks’ to the audience about how hard it is working. Each wants to impress its owner and is obsessive about delivering perfect results. The schedule includes spots during high-rating quality programmes as well as sponsored cooking segments on Better Homes and Gardens and Sunrise. Other programmes include Desperate Housewives, Brothers and Sisters and Grey’s Anatomy. “Additionally, as well as pay TV, the campaign will run in most areas of rural Australia,” said Jackson. “We wanted to ensure everyone was exposed to our message. We are buying the best possible programmes on the Seven Network that reach our target audience. This is a huge investment in our brand and confidence in our future to lead the industry.” |
