By Martin Vedris
SYDNEY: Sunbeam won two major awards for its ‘unleash the barista’ espresso machine strategy at last night’s Advertising Federation of Australia (AFA) Advertising Effectiveness Awards, held in Sydney.
Sunbeam was acknowledged in the Innovation award category, as well as winning gold in the major award category, for the campaign developed by its agency bellamyhayden.
The ‘unleash the barista’ concept includes a free, hands-on coffee appreciation course for all consumers who purchase a selected Sunbeam espresso machine, as well as a free instructional DVD hosted by Sunbeam coffee ambassador and World Barista Champion, Paul Bassett.
“The awards prove that when it comes to espresso, Sunbeam is not just a pretty face,” said Sunbeam marketing manager – kitchen appliances, Damian Court.
“Our grass roots campaign reflects both an experiential and educational approach and has established Sunbeam as a market leader in coffee, while also helping to grow espresso to be the boom retail category the industry enjoys today.
“In the last year, Sunbeam alone has experienced in excess of 50 per cent growth in value for espresso machines and grinders, from an already high base. This is thanks in part to our award-winning strategy which incorporates multiple elements that carefully consider both the needs of consumers and our customers.
“We know that initiatives, such as our national coffee appreciation course, have propelled us to our leading position by ensuring consumers have a positive experience with our espresso machines. In turn, these consumers spread the Sunbeam message to family and friends. The sales of our internationally acclaimed Café Series Espresso Machine, currently the best selling manual espresso machine in value (GFK Marketing Services MAT June 07) even with its premium price tag, cement Sunbeam’s reputation as the market innovator both in product design and marketing.”
The Sunbeam Coffee Appreciation Course is a continuous national training school for amateur baristas, with several thousand espresso machine purchasers having completed the course since its inception in 2006.
Interestingly, bellamyhayden research reportedly found that around 40 per cent of students claim that the post-purchase offering of hands-on barista training influenced their buying decision.