Sunbeam outlays record $2 million marketing spend for Café Series

By Matthew Henry

SYDNEY: This Christmas Sunbeam will embark on its single biggest media spend to advertise its Café Series appliances and has created five TV commercials promoting its Café Series espresso machines, food processor, blender, juice extractor and toaster.

Commencing on Sunday 28 October, the two million dollar campaign will continue through Christmas on free to air, pay TV, Qantas in-flight entertainment and in cinemas. All metro markets and the majority of regional markets will be covered.

The five 30 second TV commercials were created in conjunction with Academy Award winner Jim Fraizer, who invented the Frazier GBO Infinity lenses used to capture details not accessible to the human eye.

“Using his expertise, Frazier handmade new lenses for the Sunbeam project, which were then used together with a super slow motion high definition camera that was flown in briefly from the USA – the Phantom HD with a 1,000 frame per second capability,” said Sunbeam.

“Essentially this combination enabled Sunbeam to go inside its appliances to capture the performance in action, which is the essence of the guarantee to consumers.”

Each commercial will end with the same tagline – ‘commercial design, guaranteed performance’.

As of 1 November, retailers and consumers will be able to access more information about the range through the new microsite www.cafeseries.com.au.

Also announced today, Sunbeam will run a promotion with its irons enticing consumers to upgrade their old iron to a new Sunbeam Ultura model.

The ‘Update your Iron’ promotion will run from October 15 to November 30, 2007 with consumers receiving up to $20 cash back on new Ultura models.

“The new Ultura iron collection has been developed with fashion in mind and we have had fantastic feedback from consumers and retailers on the new features, style and range of colours. We hope consumers will seize this opportunity to update their old iron for one that not only looks great but will protect their investment in fashion,” said Sunbeam category manager – homecare, Danielle McConnell.

The campaign will be supported with a full range of point of sale material including posters, swing tags, shelf strips and redemption pads.

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