Screenshot from Serta’s “iheartsleep” blog
Mattress major Serta, headquartered in Hoffman Estates, Illinois, has launched “Always Comfortable,” a humorous marketing campaign that kicked off prior to the Memorial Day holiday. The campaign combines TV spots with social media components to reinforce the premise that “iComfort is so comfortable, you’ll be comfortable with anything.”
“As iComfort enters its fourth year and we introduce all new products, we felt it was time to move from simply communicating product features and benefits to establishing a brand promise,” said Andrew Gross, Serta senior vice president of marketing. “In addition, we saw an opportunity to ladder our overall Serta brand benefit of comfort and introduce the sense of humor that has historically been part of the brand’s advertising, as exemplified by our famous Counting Sheep campaign.”
The new TV spots introduce a man spouting cringe-worthy ideas to his surprisingly supportive wife—who is always relaxing on their iComfort mattress and always responding to him with, “I’m comfortable with that.”
The commercials drive consumers to Serta’s website, which features “documentary-style” testimonials from consumers as they experience the iComfort bed in their own homes.
A variety of social media promotions using the hash tag #ComfortableWithThat also are planned. The first one kicked off on Memorial Day and encouraged shoppers to share “iComfort Selfies” of their in-store trials.
Serta said the new traditional advertising campaign will air on a broad range of networks, cable stations and programs, and is “an unprecedented peak-season media plan” that will generate more than 3.6 billion impressions for iComfort and other Serta brands. The campaign’s digital component is expected to add 1.2 billion impressions.
“We always aim to stand out not only within our very competitive category, but also across the broader world of advertising messages our consumers encounter every day,” Gross said. “By using humor to communicate the iComfort brand promise, our message will stand out and encourage consumers to learn more by visiting us online. Once on our website, they will be inspired by the real consumer testimonials to visit a retailer and experience iComfort for themselves. The social media component will promote continuous engagement with the campaign throughout the peak mattress-selling season.”
