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Sealy ads focus on sleep quality, not quantity

Will promote “a better six” hours in bed

David Perry -- Furniture Today, June 30, 2008

ARCHDALE, N.C. — Sealy touts the power of “a better six” in its new advertising campaign, which launches with national TV on Sunday, June 29.

Recognizing that many consumers only get six hours of sleep a night, Sealy poses the question: “If you can only get six, then why not get a better six?”

“Connecting directly with consumers and delivering a strong and compelling brand message is a core part of Sealy’s growth strategy,” said Philip Dobbs, Sealy’s senior vice president of marketing. “The Better Six campaign will deliver an insight-driven message and change the dialogue with consumers because it centers on a common human truth and emotional connection that has not been touched before.”

Dobbs said the campaign marks “a significant increase in investment” in national advertising by Sealy, but declined to reveal a figure. He said the campaign will run through the fall and will include national television, national print ads and a Web presence.

The campaign will support Sealy’s flagship Posturepedic brand, including its newly designed innerspring line, the SpringFree latex line, and the recently launched PurEmbrace latex mattress line, Sealy officials said.

The campaign, which scored high in consumer testing, kicks off within months of two major product launches for Sealy. In January, the company introduced the new Posturepedic innerspring line, which it said would be widely available at retail by the end of June. More recently, it introduced the Sealy Posturepedic PurEmbrace, featuring the company’s proprietary Smart Latex.

The lighthearted advertising campaign profiles over-the-top fictional characters who get as much sleep as they want, and then poses the question, “But what about the rest of us?” The ads continue, “In the real world we’re lucky to get six hours of sleep. So let’s get a better six.”

Dobbs said the advertising connects with consumers.

“We know that eight hours of sleep is recommended,” he said. “But the reality is that most of us don’t get eight hours of sleep each night. That is the six-hour truth.”

The integrated marketing effort, created by Sealy’s new ad agency, Cramer-Krasselt/Chicago, will include TV, print, in-store, online, and out-of-home advertising, along with public relations. In-store materials and retail support will include University of Sleep programs to train sales associates to sell Sealy Posturepedic, kiosks, posters, bed end cards, print ads, tagable TV spots, radio scripts and video vignettes.

The media mix for the campaign includes CNN, ESPN, Fox, ABC, the Golf Channel, USAToday and Newsweek.

“Sealy’s goal is to drive consumers into our partner retail stores to ask for Sealy Posturepedic by name,” said Dobbs. “We are excited about the initiatives we have in place — great product innovation, break-through advertising and strong retail support — to help drive sales and produce results.”

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Sealy touts sleep quality

Jul 11, 2008

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