Breville $1 million television advertisement on air

By Sarah Falson

SYDNEY: Small appliance brand, Breville, this month launched a television and out-of-home advertising campaign to promote its two Kinetix Blenders that use a “revolutionary” blending technology.

The the Ikon BBL550 ($169.95) and Ikon BBL600 ($229.95) are both “well above the category price,” according to Breville general manager – marketing, Cameron Searle, the company believes the public will find enough value in the products for them to prove a hit this buying season.

“The innovation behind the blender is really quite special,” Searle told Current.com.au

“It’s not often we see this sort of renovation brought to an appliance category. We hope with this type of innovation we can grow our blender category, starting with the 600 and 550 for Christmas.”

The $1 million television campaign, which was produced by Morris and Partners advertising agency, aired for the first time on 12 November and will remain on-air throughout the Christmas sales period during high-rating programs such as CSI and 60 Minutes, and lifestyle shows such as Sunrise and Better Homes & Gardens, says Breville.

The locally-developed advertisement demonstrates Breville’s proprietary blade and bowl system,  which “eliminates ‘dead zones’ or areas the blades are unable to reach, to deliver 100 per cent consistent results on both wet and dry ingredients,” according to Breville.

In the advertisement, the Breville Kinetix blenders are shown blending typically hard-to-blend ingredients such as pesto, cream, ice and nuts. The advertising slogan is: “It’s not just a new blender. It’s a Breville Kinetix blender.”

The 30-second television advertisement is supported by a national ‘out-of-home campaign’. According to Searle, the integrated campaign is lead by the TV version, with the second tier in the form of national print advertising in Womens Weekly magazine, and in December some point-of-purchase schemes will be put in place including outdoor posters and inside stores including pamphlets around the product and a message inside the jug.

The stainless steel blenders appeal to an “upmarket, classic” taste, says Searle, and is expected to set the trend for purchaser’s kitchen layout and design. “It’s still the most successful colour out there,” he says.

Both blenders include a 1.5 litre jug, removable blade and varying speed controls including a ‘pulse mode’.

Searle believes television advertising is crucial as a form of purchase-pursuasian.

“Our research shows that visual demonstration of the Kinetix Blenders is very compelling for consumers. With our new TVC, anyone who has used a blender will immediately see how effectively Breville’s design team has overcome some age-old blending problems.”

“The new Breville Kinetix Blender has no dead zones and delivers perfectly consistent results every time. The technology and incredible results need to be seen to be believed, so we have invested in a television campaign to most effectively communicate to our target audience. The out-of-home advertising acts as a reminder at point of purchase,” says Searle.

“Breville aims to provide inspiration in the daily lives of our customers, the new Kinetix Blenders are a big part of this and we are very excited to have Breville back on air.”

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