Sunbeam has gone from being “Designed to Help” to being “Designed by You”. The first stage of its new rebranding initiative, a process revealed by Appliance Retailer late last month, has commenced through a new TVC that began airing in major prime time programming last night (Sunday 4 August 2013).
In addition to a change of slogan, Sunbeam has begun transitioning to a new focus on reliability and familiarity. The first TV spot to air — embedded below — is a desultory mix of spiders, horses and electricity interrupting otherwise intimate moments between friends and family.
The advertisement then pivots to the much acclaimed, Design Award-winning EM7000 coffee machine, which has a temperature sensing steam wand to eliminate surprises in when making a coffee.
This TVC and rebranding campaign, the brainchild of general manager, marketing John Turnbull, wants to entice consumers back to the brand with warmth and charm.
“Sunbeam has a long and rich history of investing in consumer insights and understanding,” he said. “Our new ads tell the story of how we use these learnings to develop products based on what consumers really want and need.
“We think we’ve made some lovely warm, charming ads that capture the spirit of our business and our approach to engineering — they are pretty entertaining as well.
“This is an exciting time at Sunbeam with plenty more change planned.”
Sunbeam’s owner, GUD Holdings, revealed its plans for a rebranding when it announced its FY2013 company results:
“In relation to brand health,” GUD Holdings reports, “Sunbeam will undertake a number of actions, including a new brand architecture aimed at addressing specific needs of consumer segments and implementing a new brand campaign and refreshed point of sale materials aimed at engaging young consumers.
“In addition, Sunbeam will commence selling accessories directly to consumers utilising its new website technology.”