What do you do when your client’s painted themselves into a corner?
In the case of Breville Appliances, it was a pretty tight corner indeed. They’d ordered a shipment of combined filter/espresso coffee machines that, while excellent in every way, addressed a market which had barely begun to exist.
Remember, we’re talking 1985, when espresso coffee was still viewed rather suspiciously in Australian suburbia. Plus, it didn’t help at all that the dual machine was priced at a significant premium over simply purchasing separate espresso and drip filter coffeemakers.
Naturally, the machines had languished on department store shelves for six months or more, each day adding to the hefty interest bill for the shipment.
Our solution was to place a full page advertisement (and accompanying advertorial with stockist details) in Australian Gourmet magazine extolling the virtues of the schizophrenic device. The result? The entire supply of coffeemakers was sold out within three days of the magazine hitting the streets.