Ad industry salutes Serta Counting Sheep

They're now officially icons

David Perry -- Furniture Today, September 29, 2008

HOFFMAN ESTATES, Ill. - The Serta Counting Sheep, reluctant heroes of countless television ads, have officially achieved iconic status.

Serta’s Counting Sheep are wearing some new hardware after their election to New York’s Advertising Walk of Fame.

The Counting Sheep ventured out from their pasture last week to grab one of advertising's top awards, winning election as a brand icon for the Advertising Walk of Fame. They will be honored with a banner bearing their picture that will be permanently displayed on the Walk of Fame, located between 42nd and 50th streets on Madison Avenue, the historic heart of New York's advertising district.

The Counting Sheep, originally introduced in 2000, joined the Geico Caveman in winning the brand icon honor this year in a national vote. They blitzed a strong field of contenders, including the California Raisin, Captain Morgan, Mr. Clean, the Jolly Green Giant and the Maytag Repairman.

"America embraced the Geico Caveman, a real self-esteem booster, and the comfort of the Serta sheep," said Matt Scheckner, executive director of Advertising Week, a week-long think tank for advertising and marketing professionals, during which the icons are honored.

The Sheep and the Cavemen will also be honored in the new Advertising Icon Museum, now under construction in Kansas City, along with the likes of Colonel Sanders, the Chick-Fil-A Cows, the AFLAC duck and Tony the Tiger.

Serta executives attended a New York press conference where the icon winners were announced.

"This is truly an honor for Serta and demonstrates the power of our brand," said Bob Sherman, Serta president. "Our consumers, retailers and employees all love the Counting Sheep and the advertising campaigns have been an integral part of our continued success."

Serta introduced the Counting Sheep with the help of the Southfield, Mich.-based Doner ad agency. Since their ad series was launched, Serta has seen a significant increase in brand awareness and sales, "making the campaign as successful for Serta's retail partners as it has been for the brand," Serta said.

The Counting Sheep have garnered a number of ad industry honors over the years. Their ads have appeared in more than 20 countries, helping Serta expand its global reach.