Breville Launches World’s first Color-Sensing Toaster, Ending teh Era of Toast-Watching
Revolutionary Eye Q Auto Toaster utilizes patent-protected sensors to deliver perfectly toasted bread, regardless of type, freeing up consumers’ time and attention.
For over a century, the simple act of making toast has been governed by the limitations of time. Now, Breville, the global leader in kitchen innovation, is rewriting the rules with the launch of the eye Q Auto Toaster, a groundbreaking appliance that monitors bread color and adjusts toasting time accordingly. The toaster, available in both 2-slice and 4-slice models, promises to eliminate the guesswork and inconsistency that have long plagued breakfast routines.
The Eye Q Auto leverages Breville’s patent-protected Eye Q Optic Sensors, powered by Sensability, to scan the color of bread up to 10 times per second. This real-time analysis allows the toaster to deliver a consistently preferred shade, from lightly golden to deeply browned, across a wide variety of bread types – including white, wheat, and sourdough.
This innovation addresses a universal frustration: the uneven and frequently enough unpredictable results of traditional,time-based toasters. According to a company release, the Eye Q Auto reimagines a daily ritual with “cutting-edge precision, performance and design.”
To celebrate the launch, Breville partnered with self-reliant creative agency Emotive to develop an integrated marketing campaign centered around a relatable human insight. The campaign playfully acknowledges the common habit of lingering by the toaster,anxiously awaiting the perfect shade.
The campaign’s tagline, “What will you watch now you’re not watching your toast?”, encapsulates the newfound freedom offered by the technology. The creative execution spans entertaining films, out-of-home (OOH) advertising, and engaging social content, all showcasing the possibilities that open up when consumers are no longer tethered to their toasters.
“The Eye Q Auto Toaster is a genuine leap forward in everyday technology, transforming how we make and enjoy something as universal as toast,” stated a senior official at Breville. “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.”
One analyst noted the intuitive nature of the innovation, emphasizing how the toaster effectively “does the watching for you.” This simplicity is central to the campaign’s appeal, aiming to make everyday life more effortless.
All production for the campaign was managed internally by Emotive Productions, the agency’s wholly-owned production and innovation arm. This streamlined approach, directed by Paul Bruty, formerly of the Glue Society, ensured a cohesive creative vision and cinematic quality.
“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,” said a representative from Emotive. “The whole team has done an exceptional job, delivering the kind of elevated craft and cinematic style that makes the work stand out.”
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