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SUNBEAM POPPING BACK WITH $12 MIL TV CAMPAIGN;AFTER YEARS OF NEGLECT, HOUSEHOLD PRODUCTS MARKETER SEEKS COMEBACK

By Published on .

Sunbeam Corp. this week breaks a $12 million TV campaign for three new household gadgets, in a phoenix-like effort to revive its faded brand image.

The marketing push was unveiled as one part of a sweeping reorganization of the company last week that included the stunning announcement Sunbeam will lay off about half its workforce of 12,000.

Moving with dazzling swiftness after years of failed turnaround efforts and minimal advertising, the Sunbeam drive comes just weeks after the marketer awarded its account to Ogilvy & Mather, Chicago, following a review that ended in a shootout with cross-town rival J. Walter Thompson USA.

HOLIDAY AD BLITZ

Sunbeam will hit the airwaves in a holiday-season blitz hoping not only to spark sales but relaunch its brand.

O&M expects "significant new advertising" to continue into 1997, said Tom Hall, chairman-CEO of the office.

Four 30-second TV spots set for broadcast and cable networks tout Sunbeam's new Steam Master Iron, Toast Logic Toaster and Blanket With a Brain, each designed around a new high-tech feature for easy use.

The campaign is themed: "Sunbeam. Now there's a bright idea."

Sunbeam has been shadowed in the past decade by bankruptcy, takeovers, relocations and internal turmoil culminating in its latest reorganization.

But O&M's research shows Sunbeam's brand recognition is among the highest in the $57.9 billion housewares industry, despite years of advertising neglect, Mr. Hall said.

Sunbeam also has burned several agencies in recent years, including Chiat/Day, Venice, Calif., and Euro RSCG Tatham, Chicago.

The company's most recent print advertising was handled by various shops on a project basis.

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