The Serta mattress brand, part of Atlanta-based Serta Simmons Bedding LLC, with brand headquarters in Hoffman Estates, Illinois, just launched “Comfort Reimagined,” an advertising campaign touting the newly redesigned Serta iComfort collection. Concurrently, a new Serta website rolled out to better assist consumers in the mattress research and selection process.
“Earlier this year, we unveiled a new tagline, ‘Always Comfortable’, and a new product architecture that puts the Serta brand name first on all mattress collections,” said Andrew Gross, Serta executive vice president of marketing. “Our new campaign and website were both designed to communicate this brand promise of comfort through product innovation while motivating consumers to experience Serta for themselves at retail.”
A new TV spot highlights iComfort’s new look and construction and feature a cameo by Serta’s popular Counting Sheep. Beds are available in memory foam and hybrid models and use signature “triple-action gel technology.”
The spot runs nationwide beginning May 19 via TV and the web, and is part of an integrated advertising campaign that includes paid search and display advertising, social media marketing and a broad-ranging public relations campaign.
The responsive website is designed to de-stress the mattress-shopping process and connect consumers with Serta retailers. Site features include a mattress-selector quiz, sleep-related content, information about adjustable bases and more.
