Leggett & Platt suspends ‘Virgin Mattress' campaign

Webisode series provokes strong reactions

David Perry -- Furniture Today, May 12, 2010

CARTHAGE, Mo. — Leggett & Platt has suspended its new "Virgin Mattress" social media campaign, a company official said. A decision about the future of the campaign, which has sparked strong reactions, is expected in the next few days.

Mark Quinn, group executive vice president of marketing in Leggett & Platt's Bedding Group, said the company took the campaign offline late last week in response to criticism of it from various quarters.

"We have had a lot of positive and negative feedback," Quinn said. "We knew it would create some conversation, which it has, and we want to make sure that we are listening and reacting appropriately."

"The Virgin Mattress," unveiled as a webisode series, tells the story of an engaged couple shopping for a new mattress. L&P billed the campaign as "good, bawdy fun" and as "cheeky, saucy and side-splittingly funny."