Simmons Bedding, part of Atlanta-based Serta Simmons Bedding LLC, has launched a consumer advertising campaign positioning the Beautyrest brand as the ultimate equipment for high-performance sleep.
Following the campaign’s July premiere, the company deployed a multimedia campaign meant to reach millions of consumers. Messaging juxtaposes scenes of personal athletic performance, such as biking, boxing, yoga and swimming, with Beautyrest mattresses.
“As consumers, we all understand the important role equipment plays in our everyday success,” said Jim Gallman, Beautyrest executive vice president of marketing. “Whether we are striving for success at work, on the athletic field or during the pursuit of a personal passion, the right equipment is key to performance, and high-performance sleep is no different. Our new campaign drives home this idea and communicates that the right mattress with the right technology is essential to achieving optimal sleep.”
The company also has partnered with Rebecca Robbins, a sleep researcher and co-author of “Sleep for Success.” Robbins primarily conducts research on the link between sleep and performance, as well as strategies for optimal rest and recovery. Her role is to help the brand educate consumers about ideal sleep habits and the impact of quality sleep on their waking success, including how high-quality sleep can give them an edge to perform more effectively.
Beautyrest is showcasing consumer-oriented content from Robbins at Beautyrest.com, on its Under the Covers blog and on the brand’s social media channels. Robbins also is featured on SleepSells, the brand’s online training destination for retail sales associates and other industry insiders.