Simmons sets $15M ad drive for HealthSmart
By David Perry -- Furniture Today, February 6, 2005
Atlanta — Bedding major Simmons is launching a $15 million national advertising campaign, including TV, touting its HealthSmart mattress.
The bed, introduced last October in High Point, has an innovative mattress top that is removable and washable. Simmons says it is designed to help consumers enjoy "a clean and healthy sleep environment."
A 60-second direct-response TV spot will begin airing this week on a variety of cable channels, including CNBC, CNN, ESPN, ABC Family, HGTV, Headline News and the History Channel. Some network affiliates in local markets also will air the commercial.
"This campaign has a lot of muscle," said Scott Whitaker, vice president of marketing at Simmons. He said the gross impressions created by the campaign will be on par or greater than those of any bedding advertiser throughout most of last year.
The campaign marks Simmons' return to national advertising after a four-year absence.
The TV spot shows a woman unzipping the mattress top, washing it "just like when you wash your sheets" and then zipping it back on the bed. It urges consumers to call 1-800-Simmons or go online at healthsmartbed.com to learn more about the bed.
Interactive strategies, such as search engine optimization, are part of the marketing mix.
The national advertising campaign will include ads in a variety of home, style and bridal magazines. It will be backed by an aggressive PR campaign through Trone Atlanta.
Whitaker said the campaign aims to create consumer awareness of the HealthSmart bed and to boost its share of the business on retail floors. "At many of our dealers, HealthSmart already represents about 30% of the Simmons business," he said, characterizing the initial retail response as "very encouraging." The bed retails for about $1,500 and up in queen size.
The target audience for the campaign is women between the ages of 25 and 54, particularly those who are newlyweds or are involved in remodeling projects.
The TV commercial begins with a picture of a couple in bed and the provocative comment: "We know what's going on in your bed at night. Do you?"
"Even a mattress that looks clean can contain millions of germs and dust mites," the announcer continues. "Not to mention odors and perspiration."
The commercial says the HealthSmart bed features Coolmax channeled fibers that wick away sweat and moisture, and also has a "virtually impervious layer" beneath that helps trap fluids and particles before they can seep deep into the mattress.
Leo-Burnett's Chicago office is handling the television and consumer print spots. Atlanta-based 360i is taking care of the interactive portion of the campaign.
Other cable channels to air the commercial include Animal Planet, Bravo, Discovery Home & Leisure, Discovery Health, DIY (Do It Yourself), E!, Fox News, Outdoor Life, SciFi, Speedvision, Style, The Learning Channel, Food Network, Travel Channel, TV Land and Women's Entertainment.
-
HealthSmart bed wins kudos
Nov 7, 2004 -
Toss this mattress top in wash
Oct 31, 2004 -
Toss this mattress top in wash
Oct 15, 2004 -
Simmons' Ling makes list of 50 notable innovators
Apr 24, 2005
Specialty retailer LoveSac introduces new store design
Kincaid Furniture honors Jimmy and Rosalynn Carter for Habitat work
Belfort Furniture, Lawrance Furniture are NHFA Retailers of Year
Omnia Furniture ends relationship with Kathy Ireland Worldwide
Singapore furniture show expecting increased turnout
Featured Company
-
Wright Labels
Bill and Tom Wright founded Wright of Thomasville in 1961 on the idea that printing was a creative medium and the belief that "a promise made is a promise kept." The Wright brothers focused their attention on providing exceptional printing for the... more
VIEW ALL GALLERIES
