Sunbeam's 'Robots' Tie-in

Brand: SunbeamCompany: Jarden Corp.Agency: Catapult Marketing (Ryan Partnership)Campaign Title: Sunbeam's Robots Tie-inProduct Category: Household appliancesTime Frame: March 2005Award Category: Kid-Targeting PromotionMarketing OverviewThe household appliance market is mature and highly competitive. The U.S. market is deeply penetrated and demand is largely driven by replacement and/or upgrades of goods that can last for more than 10 years. Manufacturers in the category have traditionally relied on performance, efficiency and aesthetic innovations to stimulate demand.In order to gain attention among its larger competitors at big-box retailers, Sunbeam decided to break the mold with a youth-focused promotional idea. This not only was a departure from the category operating model, but also from Sunbeam's approach, which had entailed very little marketing activity for years. ObjectivesDrive incremental sales.Build brand equity in households having one or more children five to 15 years old.Reinvigorate the appeal of the Sunbeam brand with consumers and retailers through an exciting, brand-relevant promotion.Gain increases in feature, display and merchandising activity, thereby creating a "tie-breaker" at the shelf for customers.Leverage partnerships to maximize budget and exposure.Strategy & TacticsThe agency developed a youth-targeted promotion centered on a partnership with Twentieth Century Fox for the theatrical release of Robots, a film whose characters are depicted as household appliances come to life. Sunbeam would be able to piggyback on the movie's basic premise and its fun, emotional appeal to youth, thereby making its "ordinary" products come to life.Using the film's plot and characters as a basis for consumer communication, the agency created a comprehensive program of support designed to gain youth and parent interest in the brand and give them a reason to purchase the products.Unique in-pack premiums featured key characters and were linked to specific product benefits, such as iron-on decals for irons, toast stampers for toasters and cookie cutters for standing mixers. On-pack stickers communicated the offer. Special packaging was developed to help Sunbeam stand out on shelves.The agency negotiated the tie-in, designed and manufactured the premiums, developed all program communications and managed the execution across several partners and retail executions. The centerpiece of the campaign was an Everyday Solutions Kids Contest that encouraged kids to create a great invention that made life easier for mom and dad. FSIs touted the premium offers and delivered product coupons. Print ads ran in family-oriented publications to promote the contest. The Sunbeam web site was enhanced to provide information about the promotions and also featured the movie trailer, character profiles and games.Among partnership promotions: Sunbeam placed a rebate offer in 600,000 Mattel toy packages and 400,000 Vivendi video game packages.As part of an in-theater promotion, the brand received logo placement on kid snack-packs at Loews theaters in exchange for distributing iron-on decals. At Wal-Mart, the brand hosted a retail-tainment event featuring endcap modules and "Build A Bot" sticker sheets on product displays. In exchange for donating product as sweepstakes prizes, the brand received logo placement on 12 million envelopes distributed by the Valpak co-op coupon mail program. Results48% sales lift for core appliances during promotional period.41% single-day sales lift for irons during the Wal-Mart retail-tainment event.Unit sales of core appliances were 59% higher than forecast.The brand achieved record-setting levels of in-store display.

Sunbeam's 'Robots' Tie-in

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