SALT LAKE CITY, UT – November 29, 2012 – “How Do You Brew?” is the theme of a new integrated advertising campaign from Breville USA for its holiday launch of the YouBrew® coffee maker. Partnering with Boston-based strategic planning agency Blitz Media and its client, Breville USA, Struck created a :30 spot that features a colorful cast of characters that capture a particular style of coffee – bold, mild, intense, smooth, strong and light. The YouBrew by Breville is the first coffee maker that can brew fresh-ground beans into a single cup, a travel mug, or a carafe while dialing in personal flavor and strength profiles for every individual taste.
"Working with the teams from Blitz Media and Breville USA, our creative approach for the YouBrew was to heighten the feeling of exceptional quality and taste," said Steve Driggs, executive creative director at Struck. "The spot delivers hard-hitting product benefits but doesn't feel like product advertising. Its charm carries the message and lets the YouBrew communicate the product attributes directly to its sophisticated, coffee-loving audience."
"We wanted to find a creative way of communicating how the YouBrew uses our unique BrewIQ system to create a custom-crafted coffee experience for any consumer’s taste profile," commented Rob Sheard, brand director at Breville USA. "Struck and Blitz helped nail this by personifying the different coffee profiles with a colorful cast of characters in a way that cuts through the clutter and delivers our message."
Breville USA is the presenting sponsor of the new PBS television program “In the Mind of a Chef” narrated by celebrity chef Anthony Bourdain and the YouBrew commercial will run on PBS as part of that sponsorship. The spot is also airing in the U.S. and Canada on the Food Network, Cooking Channel, PBS, MSNBC, Travel Channel, A&E, Bravo, DIY and TLC.
See the YouBrew® spot here: www.YouTube.com/breville
Breville was founded in 1932 in Sydney, Australia and has become a worldwide leader in home appliances. With over 90 patents registered globally, Breville manufactures more than 220 products worldwide. Breville has received worldwide design recognition from the New York Housewares Design Awards to the Australian Engineering Awards, and a recent German GUT number 1 rating. Among its innovations include the world's first scissor action sandwich press, the world's first indoor health grill, the world's first juicer that juices the whole fruit, and the world's first active arm citrus press. In the United States, Breville is sold at specialty and department stores. Additional information about Breville and its awards winning products can be found at www.brevilleusa.com
Struck, www.struck.com, is a national digital-forward, creative agency with offices in Los Angeles, Salt Lake City, Portland and New York. The brand solutions the agency creates are well recognized for their forward-thinking, break-through creativity and pioneering technology. Clients include Jack in the Box, Nickelodeon, DreamWorks, ProBar, Westfield, Grand America Hotels & Resorts, The Little Gym and Utah Office of Tourism. About Blitz Media Blitz is a strategically oriented, analytically driven media planning and buying agency. It develops innovative and powerful communications strategies that connect brands with consumers in ways that deliver results. Founded in 1986, Blitz offers clients a full range of online and offline communications solutions. Services include marketing and media strategy, media planning and buying, public relations, media partnerships and sponsorships, and campaign testing, optimization and analytics. Blitz serves a variety of clients including Wendy’s, Ringling Bros. and Barnum & Bailey Circus, Disney on Ice, Breville USA, Carbonite, Tivoli Audio, Cumberland Farms, and Boston Children’s Hospital. For more information, visit www.blitzmedia.com.
Executive Creative Director: Steve Driggs
Director: Ed McCulloch
DP, Editor: Paul Meyers
Production Company: Flint Productions
Art Director: Dave Bunnell
Writer: Garrett Martin
Producer: Ian Skinner
Chief Marketing Officer: Mitch Blum Group
Account Director: Kerryann Driscoll
Account Coordinator: Gina Anderson
Brand Director: Rob Sheard
Senior Category Manager: Stefanie Tiong
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