In a bold move to revolutionize the kitchen appliance market, Breville has teamed up with the independent creative agency Emotive to introduce the Eye Q Auto Toaster. This new product, which toasts bread based on color rather than time, promises to change the way consumers approach their morning routine. The launch is supported by a national campaign across television, in partnership with Harvey Norman, as well as out-of-home (OOH) advertising, social media, digital platforms, and retail collaborations.
The Eye Q Auto Toaster is available in both 2-slice and 4-slice models and features Breville’s patent-protected Eye Q Optic Sensors. These sensors, powered by Sensability, scan the color of the bread up to 10 times a second to ensure the perfect toast every time. This innovation marks a significant departure from the century-old tradition of time-based toasting, which often resulted in uneven and unpredictable outcomes. The toaster, priced starting at $399, is available from major retailers including Myer and The Good Guys.
Reimagining a Daily Ritual
For more than a century, toasters have been a staple in kitchens worldwide, yet the method of toasting has remained largely unchanged. Breville’s Eye Q Auto Toaster reimagines this everyday ritual by addressing the common issue of uneven toasting across different types of bread, from white to sourdough. By focusing on color rather than time, the toaster offers a more consistent and personalized toasting experience.
To celebrate the launch, Emotive crafted an integrated campaign that highlights the newfound freedom provided by the Eye Q Auto Toaster. The campaign, titled “What Will You Watch Now You’re Not Watching Your Toast?”, playfully challenges the habit of standing by the toaster to ensure the bread reaches the desired shade.
The Creative Vision Behind the Campaign
Noel Burchill, head of global brand strategy and advertising at Breville, emphasized the significance of this innovation. “The Eye Q Auto Toaster is a genuine leap forward in everyday technology, transforming how we make and enjoy something as universal as toast,” he stated. “Emotive uncovered a wonderfully human insight, the quiet satisfaction of no longer having to hover around the toaster, and we worked together to turn it into a simple, powerful story about innovation that makes everyday life easier.”
Edward Macaulay, associate creative director at Emotive, added, “There’s something so beautifully intuitive about this innovation, with the toaster doing the watching for you. This became the heart of our campaign, with an idea that is playful, human, and perfectly Breville, taking the everyday and making it effortless.”
The Production Process
The campaign was brought to life by Emotive Productions, the production and innovation arm of Emotive. Directed by Paul Bruty, formerly of the Glue Society, the campaign showcases Breville’s world-first innovation with a cinematic flair. Hayley Pelling, head of production at Emotive, praised the collaboration, stating, “This collaboration perfectly reflects what our model is about – keeping everything under one roof to drive greater creative connection and ensure each production is truly fit for purpose.”
She continued, “The whole team has done an exceptional job, delivering the kind of elevated craft and cinematic style that makes the work stand out.”
Implications for the Future
The introduction of the Eye Q Auto Toaster could set a new standard in the kitchen appliance industry, encouraging other manufacturers to explore innovative solutions that prioritize user experience and convenience. As consumers increasingly seek products that simplify daily tasks, Breville’s approach may inspire a wave of similar advancements in household technology.
Looking ahead, Breville’s commitment to innovation and user-centric design could further solidify its position as a leader in the kitchen appliance market. The success of the Eye Q Auto Toaster may also influence future product developments, potentially leading to a broader range of smart appliances that cater to the evolving needs of consumers.
As the campaign continues to roll out across various platforms, it will be interesting to observe how consumers respond to this novel approach to toasting and whether it will indeed become a staple in kitchens around the world.
