At the winter Las Vegas Market, Atlanta-based Simmons Bedding Co. redesigned most of its Beautyrest and Comforpedic collections using what President Gary Fazio called “fashion-inspired aesthetics with left- and right-brain appeal.”
Beyond product innovation and design, executive Vice President of Marketing Jeff Willard said the company is expanding its Beautyrest advertising campaign for 2013, simplifying its “Recharge” message and launching, for the first time ever, national television advertising for Comforpedic by Beautyrest.
Simmons expects to deliver two billion consumer impressions through its 2013 national advertising—almost twice the 2012 number. Advertising will build on the company’s “Recharge” message, which launched in 2012—it challenges consumers to “Live Life Fully Charged.”
Sophisticated new TV spots incorporate “highly developed” animations that illustrate bed comfort and construction. A major portion of the TV ad spend will be devoted to May through September, with an expected seven to 10 views per average American.
