Sealy launches national ad campaign for Optimum line
Furniture Today Staff -- Furniture Today, June 18, 2012
ARCHDALE, N. C. - Sealy introduced a new national consumer ad last week highlighting its line of gel memory foam mattresses, Optimum by Sealy Posturepedic.
The 30-second spot, which is part of the company's largest advertising spend in five years, premiered Friday during NBC's "Today Show" and was set to air during primetime shows like "America's Got Talent" and "Two and a Half Men," the company said.
"We've received a tremendous response from both retailers and consumers since we rolled out the Optimum by Sealy Posturepedic gel memory foam line in April," said Jodi Allen, the company's chief marketing officer. "The new commercial joins three other ads currently in aggressive rotation which focus on our flagship Posturepedic brand. The overall campaign reflects Sealy's major investment in national consumer advertising, which is in addition to the over $100 million we already spend annually in co-op advertising with our retail partners."
The new television commercial demonstrates the optimal sleep experience made possible by innovations like OptiCool gel memory foam fused with Outlast material, which is 12 times more effective for removing excess heat during the night than standard memory foam or other gel memory foam, Sealy said.
To help retailers tell the Optimum sleep story on the sales floor, Sealy created an in-store experience that combines special lighting with visuals pulled from the television commercial as a way to display the temperature regulating qualities of the new Optimum mattress line, the company said.
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