Sealy Launches National Advertising Campaign

Furniture World Magazine

Most Americans no longer get eight hours of sleep. In fact, studies show they’re lucky to get six. Sealy’s new advertising campaign, launching with national TV on June 29, taps that truism and asks Americans, “If you can only get six, then why not get a better six?” “Connecting directly with consumers and delivering a strong and compelling brand message is a core part of Sealy’s growth strategy,” said Philip Dobbs, senior vice president of marketing, Sealy. “The Better Six campaign will deliver an insight-driven message and change the dialogue with consumers because it centers on a common human truth and emotional connection that has not been touched before.” The campaign reinforces Sealy’s commitment to driving sales for the company and its retail partners and will support the Sealy Posturepedic brand, including the company’s newly designed Innerspring line, SpringFree line and recently launched PurEmbrace latex mattress. The new Sealy Posturepedic line of mattresses is designed to eliminate tossing and turning caused by uncomfortable pressure points, helping consumers maximize every minute of sleep. The campaign, which scored high in consumer testing, kicks off within months of two major product launches for Sealy. In January, the company announced the introduction of the new Sealy Posturepedic Innerspring line, which hit retail stores this spring and will be widely available by the end of June. The new Innerspring line is designed in conjunction with Sealy’s Orthopedic Advisory Board (OAB) and offers the best in push-back support and pressure relief. Most recently, Sealy announced the introduction of Sealy Posturepedic PurEmbrace featuring the company’s proprietary Smart Latex™, highlighting Sealy’s ongoing commitment to the growing specialty segment. The light-hearted advertising campaign profiles over-the-top fictional characters who get as much sleep as they want, and then begs the question, “But what about the rest of us?” The ads continue, “In the real world we’re lucky to get 6 hours of sleep. So let’s get a better six.” The advertising campaign delivers a strong message – the reality is that most of us don’t get eight hours of sleep each night. According to the National Sleep Foundation, most of us only get six to seven, so why not get a better six? The integrated marketing effort, created by new agency of record Cramer-Krasselt/Chicago will include TV, print, in-store, online, and out-of-home advertising along with public relations. In-store materials and retail support will include University of Sleep programs to train staff to sell Sealy Posturepedic, kiosks, posters, bed end cards, print ads, tagable TV spots, radio scripts and video vignettes. “Sealy’s goal is to drive consumers into our partner retail stores to ask for Sealy Posturepedic by name,” said Dobbs. “We are excited about the initiatives we have in place– great product innovation, break-through advertising and strong retail support – to help drive sales and produce results.” About Sealy Corporation: Sealy is the largest bedding manufacturer in the world with sales of $1.7 billion in 2007. The Company manufactures and markets a broad range of mattresses and foundations under the Sealy®, Sealy Posturepedic®, Stearns & Foster®, and Bassett® brands. Sealy operates 26 plants in North America, and has the largest market share and highest consumer awareness of any bedding brand on the continent. In the United States, Sealy sells its products to 2,900 customers with more than 7,000 retail outlets. Sealy is also a leading supplier to the hospitality industry. For more information, please visit www.sealy.com.