Simmons Bedding Co. has launched a new tag line—“Living Life Fully Charged” with an emphasis on “recharging the human battery.” It also has thrust the Beautyrest name front and center in all branding, with the Simmons identity performing more of a supporting role.
“Simmons is redefining the iconic Beautyrest brand to encapsulate what the brand means today,” said Mark Owen, senior vice president of brand management for the Atlanta-based bedding vendor. The company rolled out its new brand identity and marketing strategy during the January Las Vegas Market.
A new Recharge Sleep System is a key component of the company’s premier collections, including Beautyrest Black, Beautyrest TruEnergy (which replaces Beautyrest World Class) and the newly rechristened ComforPedic from Beautyrest. The system features AirCool memory foam, Beautyrest Pocketed Coil technology and the AirCool design. Elements of the construction include spacer fabrics on borders, a memory foam that facilitates faster air circulation and a new cutout AirCool edge foam that is both supportive and breathable.
“Living Life Fully Charged’ is very consumer-centric,” said Gary Fazio, Simmons chief executive officer. “It’s our brand promise and the way we will go from here in developing our products. It’s a real transformation of the company and the brand and the biggest launch in our history. We’re providing consumers the benefits they’re desperately looking for—the freedom of movement, the independent support and the ideal sleeping temperature they need to get a great night’s sleep.”
The new Simmons tag line and branding will reach consumers through a national broadcast and digital advertising campaign, the largest in the company’s history.
“It’s an exciting time for us. We’re determined to break through where others have dominated—in TV, social media and print,” said Tony Smith, Simmons president of U.S. sales and marketing. “It will be the equivalent of a $25 million annualized ad spend.”