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.