Simmons aims to score
By David Perry -- Furniture Today, February 5, 2006
Las Vegas — Simmons says it is on a roll once again.
Not only is business at Simmons "extremely good" these days, said CEO Charlie Eitel, but the company is aiming to score some impressive gains this year with a retooled Beautyrest lineup, a strong overall offering, and the return of a familiar Simmons image: the bowling ball.
The bowling ball, an iconic image Simmons plans to use in advertising and merchandising for the next several years, drives home the messages of motion separation, conformability and the good night's sleep those features provide, Eitel said.
He and other Simmons officials hosted a high-tech press breakfast here that had the feel of a Hollywood screening. They showed videos that went behind the scenes at the Hollywood soundstage where Simmons shot its new bowling ball commercials, which begin airing nationally in March.
Simmons dealers are clamoring for the commercials, Eitel said.
He said Simmons will spend over $8 million on national TV spots for the new bowling ball commercials, which celebrate its heritage as a producer of Pocketed Coil springs that provide what Simmons says is superior motion separation.
Eitel said Simmons is bringing back a new female-friendly version of the bowling ball campaign because the original campaign "moved the market," and because it demonstrates that what's inside Simmons' mattresses matters to consumers.
The new commercials feature actress Cristin Mortenson of Los Angeles, who has performed on stage and screen. She is shown dropping the bowling ball on a bed that holds up a nest of bowling pins. The ball bounces but the pins remain standing. That image, which tells a powerful story in seven seconds, is central to the new campaign, Eitel said.
Mortenson flashes a confident, satisfied look as the pins remain undisturbed. Her role in the spots is a nod to the fact that the primary bedding consumer is a woman.
The bowling ball campaign, which first aired in 1995, was the single most successful campaign in the company's history, Simmons officials say, mainly because it shows motion separation in a graphic way, illustrating how one partner won't wake the other by his or her movements.
Comprehensive research, including interviews with consumers, retail sales associates and its dealers, convinced Simmons to bring the bowling ball back, said Tim Oakhill, senior vice president of marketing.
It never entirely disappeared, since some Simmons dealers continued to use in-store bowling ball demonstrations to sell the flagship Beautyrest line. The company said the original campaign still enjoys significant consumer awareness.
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Simmons aims to score
Feb 19, 2006 -
Simmons aims to score
Feb 2, 2006
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