By James Wells
SYDNEY: Breville has revealed the creative concept behind its innovative marketing campaign for Mother’s Day which takes a less serious approach to selling appliances by using internet interaction and the catchy slogan ‘No More Toasters’.
The campaign which will be conducted in the first two weeks of May will include a series of outdoor displays known as Eyelites and Activelites in capital cities around Australia promoting a dedicated website – nomoretoasters.com.au, which features Breville gift ideas for Mother’s Day.
Breville will also target men with 90,000 humourous beer coasters distributed through hotels in the lead-up to Mother’s Day. The coasters feature an image of an inappropriate present on one side, while the reverse side promotes the Breville website.
“This is all about being less serious. What we are trying to do is get into the mind of both male and female consumers. We will be hitting the husbands, sons, daughters and grandchildren at every angle,” said Breville general manager – marketing, Cameron Searle.
Breville will also utilise innovative illuminated displays which will be placed in the entrances to major fitness chains along the eastern seaboard as a reminder for consumers to buy their mother a gift on 14 May.
Some other unique concepts include a ‘hall of shame’ for the worst Mother’s Day present.
“We are looking at different places for this campaign and we are trying to inject humour. There is an idea that men defer the purchase to their sisters or their wives when they are buying for their mother. We are basically hopeless at it,” Searle said.
“There is a lot of anxiety to get the right present, and that is if we remember at all.”