It has been 100 years since the Sunbeam brand trademark original filing (in the US) in 1921 and to celebrate this milestone, the brand is reflecting on its journey in becoming a leader in the small appliance category.
Since the launch of its electric iron in 1910, the brand has continued to deliver intelligent products designed to make home life easier including the infamous Mixmaster stand mixer in 1948, the Oskar food processor in 1987, the Café Series blender in 2008 and most recently the Vertical Waffle Maker in 2021.
To continue its leadership in the increasingly competitive small appliance category, Sunbeam has launched a refreshed masterbrand positioning, ‘Live More Effortless’, in partnership with advertising agency, Wunderman Thompson.
The positioning is centred around transforming the complicated to effort-less and joyful experiences with Sunbeam appliances.
Sunbeam senior marketing manager, Elena Pintado said over the years, advancements in home appliances have often made products more complex to use and in turn, daily life more complicated.
“Sunbeam’s new brand positioning strikes the balance between ease and joy and is founded on the insight that less effort equals more joy,” she said.
“Home appliances exist to make daily tasks in the home easier and quicker. Yet we are now seeing advancements make what was an easy and enjoyable task more complicated.
“Since the beginning, Sunbeam has epitomised the relaxed Australian attitude to life and our new masterbrand positioning speaks to this by encouraging people to ‘Live More Effortless’ with Sunbeam.”
The masterbrand positioning will be launched in August 2021, showcasing the Sunbeam brand and 10 key products including the Barista Max Espresso Machine, 4-in-1 Air Fryer + Oven, Heatsoft Mixmaster Handmixer, and Two-Way Blender, via a social, influencer and digital campaign.
The launch video can be viewed at sunbeam.com.au.