Mattress licensing group Spring Air International, headquartered in Chelsea, Massachusetts, has brought back its marketing bear after a 10-year hibernation to tout the company’s flagship Back Supporter line.
The bear made its debut as Spring Air’s mascot in 1997, appearing in TV commercials and print advertisements. And for several years, a caricature of the bear was incorporated into the company’s logo, resting atop the blue triangle that still is used in all marketing materials.
In the new campaign, however, viewers will only get glimpses of the bear — a paw, its eyes, the top of its face
“While you won’t see a live bear prancing around on our mattresses anymore, the animal drives home the message that our Back Supporter line has a wide range of comfort choices, so any consumer can find ‘that just right feeling,’ ” said Nick Bates, president. “People still associate our brand with the bear, even though it hasn’t been used by us officially in 10 years.”
The campaign will be in digital, broadcast and print platforms. Television spots that can be customized for dealers in local markets also will be available.