July 30, 2007 - by Katie Chatfield

Creating Baristas at Home

 
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.

This article is posted in CASE STUDIES

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July 13, 2007 - by Katie Chatfield

Heartstrings Vs Purse Strings

This article is posted in CREATIVITY

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