Breville and Mr Wolf make enemies of non-morning people for air purifier campaign
Breville is helping people have a better night’s sleep and become the bane of every non-morning person’s existence, via a new air purifier campaign from indie marketing and creative agency, Mr Wolf.
The ‘Morning People’ campaign spotlights Breville Air Purifiers as the tool people need to clean the air and, subsequently, sleep better at night. While the appliance brand typically focuses on allergy and asthma suffers, and others who are susceptible to air-borne irritants, the campaign aims to use those entities as a foundation for its sleep platform as the triggers that impact them can also affect sleep.
According to Mr Wolf’s managing partner for strategy, Tony Singleton, the decision to approach the market from a different avenue was “one of the most effective ways… for Breville to claim [a new audience]”.
“One of the most effective ways to drive brand growth in highly competitive markets is to unlock and own new purchase motivators or points of market entry,” Singleton explained.
“Sleep issues are not only the modern world’s epidemic, but they’re exacerbated by breathing in allergens and pollution at night, so perfect for Breville to claim”.
“While there are many recommendations for a better night’s sleep, few people link air quality with sleep quality,” Breville Australia’s general manager for marketing, Candi Hart.
“If you’re breathing air that contains airborne particles and pollutants, it can lead to poor sleep and waking up feeling less than refreshed. Mr Wolf have developed a brilliant campaign to launch this new positioning, and we’re excited for the impending Spring launch and to see it perform”.
Consequently, the campaign places its audience in the shoes of non-morning people, offering their perspective of morning people who are “feeling annoyingly awesome” after a high-quality sleep session.
Mr Wolf’s managing partner, Michael Stevenson, added: “Breville is not a Challenger Brand in the typical sense, but we were able to draw upon the same disciplines to carve out a new position in a highly competitive space.
“While poor sleep is no laughing matter, we were able to use comedy to cut through the clutter and engage consumers in something that could genuinely improve their wellbeing.”
The campaign is expected to go live at the end of September and will leverage in-store, digital, radio, out of home, free to air TV, social and BVOD channels.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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The big question is why has it taken years for the ACCC to do something about it?
The next question is why are the ACCC not looking at Harvey Norman?
Last year we looked at fridges for a few weeks then decided to wait as Harvey Norman advertised relentlessly for its Click Frenzy sale.
Instead of lowering the price, it increased the price by $300 (but was made to look as if you were getting a bargain). After the sale it went back to its normal price – talk about false advertising!
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Hey Ben
Couldn’t agree more on the taking years bit – it’s not like the retailers have been hiding this stuff.
But think you might have put your comment on the wrong page ☺︎.
Cheers Tony
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