The Serta Simmons Bedding LLC brand Tuft & Needle started a marketing campaign, “Wake Up Awake,” timed with an update to its Mint mattress.
“More and more, consumers are recognizing how sleep and wellness are intrinsically intertwined,” said Jen Daly, chief marketing officer of SSB, an Atlanta-based mattress major. “We recently conducted a survey on Americans’ opinions on sleep and found that three-quarters of people note that sleep impacts their mood and overall outlook on life, while two-thirds also agree that sleep impacts their physical health and mental well-being.”
As part of the Tuft & Needle Sleep and Health Survey, the company surveyed 1,050 consumers in August 2021. Despite acknowledging the importance of sleep, two-thirds noted that they didn’t get enough of it, with seven out of 10 people admitting they get less than seven hours of sleep per night.
“Our campaign celebrates what people wake up for — from a mom who gets up for her first meeting of the day (with her child), to a young professional enjoying 700 square feet to herself in her first place without roommates,” Daly said. “The campaign will run on digital platforms and will be featured in Tuft & Needle’s eight retail stores, among other activations.”
Headquartered in Phoenix, the online mattress brand also unveiled an update to its Mint mattress — a machine washable cover. It comes in direct response to consumer feedback from parents, pet owners and allergy sufferers, among others, looking to clean their mattress on a more regular basis.