Breville Makes Coffee Personal

by Aaron Baar, Nov 30, 2012, 4:38 PM

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The personal pod coffeemakers are nice, but when it comes to personalization, they leave something to be desired. Specifically, a customer only has the ability to make coffee by the predetermined choices of the pods. 

Enter Breville USA, the U.S. arm of an Australian company, which has created a coffeemaker that allows people to use the coffee they want, how they want and in the amounts they desire. 

Developing the product, Breville executives couldn’t really “define in America what the perfect cup of coffee was,” owing to everyone’s personal tastes, says Steve Driggs, executive creative director at Salt Lake City-based Struck, which (along with media partner Blitz Media) created a television campaign for the product. Instead, they created a machine that allows people to make coffee according to their tastes and needs.

“They did recognize that the personal and pod cups of coffee are successful, and there’s a convenience level you can’t argue with that’s so easy,” Driggs tells Marketing Daily. To compete with that, they wanted to make sure it was easy and that you could just make a cup.”

The new commercial, which will run on a variety of cable networks this holiday season, depicts people highlighting the different ways they like their coffee brewed. Amid shots of the product working, a voiceover mentions different possible brewing attributes accompanied by visuals. “Bold,” for instance, shows a stern academic-type who sternly closes a spyglass shut. “Mild” features a youngish African-American woman relaxing in a chair. “Intense” is a 50-something woman behind a desk tossing papers aside. (Think Meryl Streep in “The Devil Wears Prada.”) In the corner of each visual representation are graphic illustrations like those on the appliance showing the settings they use to brew their coffee.

The idea was to get as many different types of people possible represented in the commercial. “We tried to build these personas of people that mimicked the high-end coffee-loving demographic and create personas around who might like their coffee in a certain way,” Driggs tells Marketing Daily.

The campaign, which will also be supported via social and Internet advertising, will run on networks such as the Food Network, Cooking Channel, MSNBC, Travel Channel, A&E, Bravo, DIY and TLC in the U.S. and Canada. Breville USA is also the presenting sponsor of the PBS program “In the Mind of a Chef,” narrated by celebrity chef Anthony Bourdain. The commercial will also run as a part of that sponsorship.

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