By Patrick Avenell
SYNDEY: Sunbeam last night premiered its new collection of television commercials at a special screening of Gran Torino at Sydney George Street cinema complex. These 30-second spots form the basis for Sunbeam’s current $6 million campaign to drive customers into retail stores.
The advertisements, which centre around the new slogan ‘Designed to Help’, feature household small appliances commentating the action whilst performing their duties. These personality-plus products include a kettle, an iron and a coffee machine.
Sunbeam CEO David Jackson introduced the advertisements, confirming that the iconic Australian brand would continue to support retailers through the uncertain economic climate, and that this campaign was specifically designed to target the widest possible cross-section of Australians.
To that end, Sunbeam has booked time during some the nation’s most popular shows, including last year’s runaway hit ‘Packed to the Rafters’, and perennial favourites ‘Desperate Housewives’ and ‘Grey’s Anatomy’.
An indication of the reach of this campaign can be seen in OzTAM’s official ratings figures, which shows that 1.84 million people watch ‘Packed to the Rafters’ last Tuesday night.