SIMMONS COMPANY TAKES INNOVATIVE MARKETING STRATEGY WITH BACKCARE BRAND MATTRESS

Furniture World Magazine

Atlanta-based mattress industry leader, Simmons Company, is taking a dramatic new approach to advertising its Simmons BackCare, mattress by promoting the product as a lifestyle-enhancing tool – a significant departure from traditional mattress advertising. Typically, mattress advertisements highlight the size and price point of the product, but Simmons Company is taking a fresh approach with its new BackCare ads. The million-dollar campaign showcases the benefits of sleeping on the BackCare mattress. Simmons is targeting consumers concerned with or experiencing back pain including athletes, pregnant women and the elderly. The new ads showcase people obsessed with their BackCare mattresseswilling to go to great lengths for the comfort it provides. In one ad a woman is rock climbing while carrying her Simmons BackCare mattress. Another ad shows a man grabbing his BackCare mattress from an airport baggage claim conveyor belt – unwilling to leave it at home while traveling. A third ad shows a bellman walking into a hotel carting a BackCare mattress on his back for a business traveler reluctant to settle for the bed provided by the hotel. These ads will carry the tagline "Behind every great life is a great support system." "The new marketing strategy for Simmons BackCare targets those experiencing back pain and people who want to keep their backs healthy," said Tim Oakhill, vice president of BackCare. "The new million-dollar ad is designed to generate awareness while educating the consumer about the benefits of the BackCare brand. To accomplish that, Simmons decided to focus on the people who benefit most from our quality mattress instead of on the mundane physical features of the bed." To reach BackCare's newly targeted market, Simmons has added more mainstream publications to its advertising program. While the company will continue to advertise in industry publications, ads will also be placed in women's magazines such as Ladies' Home Journal and Self; men's magazines such as Men's Health; home magazines such as Better Homes & Gardens; pre/post natal magazines including American Baby and Parents and health & fitness magazines such as Health, Fitness, and Cooking Light. Simmons retailers are also being included in the new marketing strategy by receiving point-of-sale displays that will incorporate the new theme and carry the new tagline "The Mattress Built the Way Your Back is Built," which replaces the previous slogan "Five Zones for Your Bones." In addition, retailers will get the Simmons "Side Car" which features a mattress length illustration showcasing the unique Five Zones™ concept sleep system (the five areas of the body supported by the BackCare mattress). BackCare's Five Zones concept is designed to support and comfort the five important areas of the human body: upper back, lumbar region, hips, thighs and lower legs – thus providing a better night's rest. The Simmons BackCare sleep system comprises three levels: Simmons BackGuard,, Simmons BackCare Ultimate™, and Simmons BackCare Ultimate Supreme™. Maker of Simmons Beautyrest,, Deep Sleep by Beautyrest,, BackCare, and DreamScapes', Atlanta-based Simmons Company employs more than 2,500 people and operates 18 plants throughout the United States and Puerto Rico. Simmons is committed to helping consumers attain a higher quality of sleep and supports that mission through its Better Sleep Through Science™ philosophy, which includes developing superior mattresses and promoting a sound and smart sleep routine. For more information, consumers can visit the company's new Web site at www.simmons.com.