Sunbeam isn’t a European brand or a coffee specialist so people didn’t really believe they made good coffee machines.


The brand lacked legitimacy and was being excluded from people’s shortlists.


This was a fundamental issue that previous advertising had not addressed.


In overcoming this, Sunbeam had re-defined the terms of being a credible coffee brand. Credibility came from a new brand experience that turned their customers into experts.


It also meant re-defining the channels to communicate with the market. This lead to establishing Australia’s largest ongoing coffee school, embarking on a new publishing venture, and seeking fame for a little-known spokesperson. 

 


The radically different approach earned Sunbeam the credibility they were lacking; the top market share position within six months; and an incremental profit of $1.40 for each marketing dollar spent.