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Counting Sheep in new Serta ads

Campaign to boost TV spending

David Perry -- Furniture Today, May 19, 2008

HOFFMAN ESTATES, Ill. — Bedding major Serta is debuting two new television spots this Memorial Day selling season, featuring a new speaking role for Counting Sheep No. 1.

The commercials will include tags to promote Serta’s Dare to Compare Memorial Day event, which features a limited-edition Serta Perfect Sleeper mattress, officials said.

“Serta introduced the Counting Sheep as the reluctant brand icons in 2000 and the campaign has been very successful,” Serta officials said in a statement.

The company said the new campaign represents an increase in television spending over 2007 that will result in 35% more reach and 88% more frequency. In addition to the new spots, Serta also is launching an online campaign to help drive consumer awareness of the Dare to Compare event.

Flock spokesperson No. 1 is speaking out for the first time since the Counting Sheep campaign launched. “I cannot deny that Serta makes a comfortable mattress,” he says. “But the Counting Sheep have been putting people to sleep since the dawn of time. Doesn’t that mean anything?”

The new commercials debut the week of May 20.

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