The carbonated beverages category.
Kitchen appliances brand Breville is launching into the carbonated beverages category, with the release of its cutting-edge InFizz range via creative agency The General Store.
Showcasing two new products, the InFizz Fusion and the InFizz Aqua, the range is an innovative way for consumers to unleash their creativity this summer.
The InFizz Fusion features a pressure control system, the FusionCap, which can carbonate flavoured drinks without the risk of overflow or need to add sparkling water to existing mixes.
By enhancing natural base ingredients instead of adding water or processed flavour drops after carbonating, drinks retain their full flavour from start to serve.
The InFizz Fusion makes it possible to sparkle a variety of drinks, experiment with well-loved beverages, and put the fizz back into flat liquids for an enriched experience.
Noel Burchill, Breville’s head of global brand strategy and advertising, said the company is thrilled to be launching this addition to its portfolio, just in time for Australians to enjoy their favourite drinks during the warm weather.
“Our new campaign with The General Store shows consumers that they can easily experiment at home with a variety of flavours and let their individuality shine through, whether that’s a refreshing homemade lemonade, a sparkling ice tea or a new way to enjoy a classic cocktail," said Burchill.
Matt Newell, CEO at The General Store, said Breville is a great Australian brand that’s leading the world in the competitive small kitchen appliances category.
“As the InFizz is new to the Australian market, our aim was to create a vibrant campaign that has cut-through," he said.
The General Store worked with Breville’s global team to develop the campaign, which will roll out across digital, social, website and in-store, including a suite of videos ranging from hero TVC-style 45-second films through to a two-minute demonstration.
The campaign will first launch in Australia and New Zealand, followed by Breville’s international markets, including the UK and Europe, and the US and Canada.
Burchill said Breville's mission is to make it easy for customers to master every moment at home, whether that’s brewing the perfect cup of coffee, baking a delicious cake or creating a sparkling beverage.
“The General Store has a solid understanding of our business and consumers’ needs and we’re thrilled with the results of our latest work with them," he said.
The General Store is a multi-disciplinary creative agency and works with major brands including Rebel, Freedom, Endeavour Group, Barbeques Galore and Primo. The General Store recently won Specialty Agency of the Year at the Mumbrella Awards.
Credits:
Client: Breville
Head of Global Brand Strategy and Advertising: Noel Burchill
Assistant Brand Manager: Margretta Sowah
Creative Agency: The General Store
Chief Creative Officer: Marcus Tesoriero
Creative Director: Andrew Jones
Client Service Director: Alex Edwards
Account Directors: Daniel Chambers & Rosa Raz
Producer: Henry Richardson, Painted Black
Director: Benjamin Flaxman
Photography: Ray Clarke
