Tempur-Pedic marketing drive links sleep, wellness
By Furniture Today Staff -- Furniture Today, May 31, 2007
Lexington, Ky. — Lexington, Ky.— Visco-elastic bedding leader Tempur-Pedic has unveiled a marketing program that features new television advertising designed to broaden the company's consumer reach.
The new campaign, based on extensive consumer and industry research, is centered on the connection between sleep and wellness.
The campaign, developed by The Acme Idea Co. of Norwalk, Conn., uses the tagline, "Welcome to Bed." It positions Tempur-Pedic products as "night-time therapy for body and mind."
The campaign highlights the benefits of comfort, pain relief and stress relief. The ad campaign will begin running on television and in magazines this month.
"The direction was born of consumers and what they have told us is important to them," said Rick Anderson, president of Tempur-Pedic North America. "Today's consumer is more educated than ever before and more demanding about the wellness products they purchase. This new direction speaks to the significant importance people are placing on their sleep sets."
The campaign will be integrated into all of the company's marketing efforts, including its Web site and its retail presentations.
"We have had good success leveraging product innovations and our brand strength to help lead the growth of the premium mattress market," Anderson said. "However, I believe we are poised to ascend to the next level. This latest branding initiative is a natural evolution for our company, bringing to light those connections in a more consumer-friendly way."
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