Sunbeam turned a Sydney harbourside home into a coffee house for the global launch of its Origins Espresso machine range.
Developed to create café-quality results at home, the range carries intuitive features such as easy extraction, precise steaming and an integrated grinder.
“It is one of the biggest marketing investments in a long time for Sunbeam,” head of sales Niall O’Reilly told Appliance Retailer.
“Our focus for now is exclusive distribution to major electrical retailers and Myer. Retailers are very supportive of the coffee market and understand it well. We will keep it off Amazon and maybe look at going online next year.”
Sunbeam is supporting the Origins Espresso launch with a 30-second television advertising campaign which is broadcasting nationally.
The campaign message is “Coffee should feel good to make, not just drink”.
According to O’Reilly, the market to some extent is being driven by discounting, especially events like Black Friday and Mother’s Day. “We are selling our coffee machines at full price, because what is important to us is the value of the machines, café quality at home at an affordable price, and response to the range has been fantastic.”
His view of the market is that it is not about price but value, which is what Sunbeam is doing with their new machines. “The race to the bottom is easy to get into but it is not something we are keen to enter. While the consumer recognises value, they still want quality especially if it is going to make their life easier.”
Marketing support includes a video campaign around using the machine at home, product videos, social and outdoor campaigns and in-store activities.
What makes the machines stand out is their ease of use, and a range that caters to all tastes and expertise, according to Anna Lone from the Sunbeam marketing team “Easy one-button cleaning, with quiet grinding and brewing of coffee. The quality really stacks up across all four models, including the first machine that was launched in 2023,” she said. “So, for under $1,000 consumers can have a manual espresso machine at home.”
All models come with commercial-sized group heads for optimal coffee saturation and extraction.
The Origins range comprises: the Slimline Espresso, Classic Espresso and Sense Espresso from $449, $829 and $999 RRP.