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]”.
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!
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