“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.
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