Simmons turns up volume on Comforpedic from Beautyrest advertising

Simmons Comforpedic from Beautyrest TV spot

Top talent: The new ad spots for Comforpedic from Beautyrest feature people who may not be household names, but who are experts in their respective fields, including Dr. Mae Jemison, Maria Chudnovsky and Philippe Cousteau.

Simmons Bedding Co. has launched new national advertising for its Beautyrest and Comforpedic from Beautyrest brands. The two campaigns—which include Comforpedic’s first TV commercial—began in May and will run through September. They include major placements on network and cable TV and in digital and social media.

The Atlanta-based bedding producer expects the advertising to deliver 2.2 billion consumer impressions with spots being viewed 14 times by 96% of its target audience.

“These new ad campaigns are unlike anything we as a company have ever done and we feel they are groundbreaking for the industry,” said Gary Fazio, Simmons chief executive officer. “We needed our ad campaigns to reflect the special ‘wow’ factor of our product lines. So we went big—big names, spectacular productions and high-energy music. And we are excited for the consumer and the industry to see what we have in store.”

The spot for Comforpedic positions the specialty bedding line as the “expert brand for those in the know,” using voiceover by “Jeopardy!” host Alex Trebek and featuring three experts in their fields—astronaut and physician Dr. Mae Jemison; graph theorist, mathematician and MacArthur Fellow Maria Chudnovsky; and ocean explorer and conservationist Philippe Cousteau.

The Comforpedic campaign is designed to “cement the company’s position as a leader in the memory foam market,” said Jeff Willard, Simmons executive vice president of marketing. “In addition, the Beautyrest spots were tweaked after the winter Las Vegas Market. Though the original Beautyrest spots tested well comparatively within the bedding industry, we knew we could go bigger—better. We’re competing for our audience’s attention against all advertisers, not just our industry. These new ads pack a punch—you’re instantly grabbed by the familiar tune and the quick cuts bring the Simmons’ Recharge message to life.”

Both campaigns include a strong inbound marketing component via social media and search engine marketing.

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