Breville has launched its first global brand campaign in a shift of the brand’s marketing strategy.
The campaign, developed by Emotive, seeks to unify the brand under one simple idea, a shift from the brand’s previous marketing which was focused around product releases.
The new idea - you’re only ever a touch away from mastery - was born from Breville’s focus on observing problems people face in the kitchen and creating products and services to help them. Breville calls this 'Simple Moments of Brilliance', from the much-loved ‘a bit more’ button on its toasters to its ability to create textured milk at the touch of a button on its espresso machines.
“Breville’s ability to innovate kitchen appliances and services to solve real consumer problems is second to none,” says Breville head of global brand strategy and advertising Noel Burchill.
“We wanted folks to understand this but more than that, we wanted them to feel it. Consumer research across our markets confirmed that all this innovation only mattered when people related it to the positive emotions they get – or seek – from cooking.
“We needed to give them the feeling of instant mastery that every Breville product offers.”
The campaign, the first from Emotive which was appointed to the business in April 2021, is being rolled out internationally and across categories. Breville operates in more than 70 countries around the globe.
“From an advertising point of view, it’s a gift to work with a brand that’s consistently creating the best products on the market,” says Emotive managing parnter and head of strategy Michael Hogg.
“With every product designed and engineered in house, 817 active patents of invention, 535 active design patents and its products featured in the Museum of Applied Arts and Sciences, Breville was certainly holding up its end of the bargain. Our job was simply to get rid of all the complexity and make Breville synonymous with the one thing that links them all - the feeling of being a touch away from mastery.”
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