Breville’s Christmas preparations are in full swing, with a four week national TV campaign about to kick off to support two of the brand’s innovative (and more expensive) products.
Super blender the Boss (RRP $999) and manual automatic coffee machine the Oracle (RRP $2,499) are receiving the Heston treatment, featuring in two 30 second ads with the message: ‘…it’s not just what you put in … it’s what you put it into that makes all the difference.’
“If we had 90 seconds we could have shown Heston making two true café-quality cappuccinos on the Oracle from start to finish, or a green smoothie in the Boss if we had 60 seconds. However, both ads are designed to give viewers just enough of a taste of what’s possible to compel them to search Breville for more information,” said Richard Babekuhl, Breville marketing manager – Australia.
“At $2,499 and $999 RRP respectively, the Oracle and Boss are aspirational appliances that shoppers will research and want to see demonstrated before they purchase. For this reason Breville will also be launching two dedicated microsites for the Oracle and the Boss detailing all scheduled in-store demonstrations this Christmas.
“If our last TV campaign starring Heston with the Quick Touch microwave range is any indication, retailers can expect a significant spike in demand for Oracle and Boss demonstrations in the lead up to Christmas. According to our figures, stores that were able to demonstrate the Quick Touch microwave to shoppers sold more than three times as many as those stores without powered units. Demonstrations will be the key for the Boss or the Oracle too,” said Babekuhl.
Starting 16 November 2014, the TV campaign will be complemented with gift with purchase offers. Until the end of December, consumers who purchase an Oracle will receive a bonus four slice Smart Waffle maker in store (BWM640 valued at RRP $249), or a $200 Toby’s Estate Online Voucher via redemption from Harvey Norman.
For the Boss, a bonus second jug will be available in store valued at RRP $185.