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David Perry

Vegas a banner market for some bedding sources

February 6, 2013

There is so much bedding news to consider from last week's Las Vegas Market, including an emerging focus on hybrid beds, lengthening warranties (yuck!), even more gel beds, and a profusion of new products in general.

But we want to talk in this first look at Las Vegas about the really big picture - those huge banners that four bedding companies hung on the side of the World Market Center parking deck.

The banners made strong statements about the emphasis on bedding in the mattress-rich World Market Center. Bedding leads the product parade in Las Vegas.

The banners offered by Serta, Simmons, Vivon and Sealy showed the different ways those producers aimed to catch retailers' eyes.

Serta went with the tease approach this market, citing "a new direction" for its iComfort line. That new direction is a line of new high-end iComfort beds called Directions that features several new gel technologies.

Given the overwhelming success of the iComfort line, the promise of "a new direction" was enough to spark retail interest in finding out about that new direction, we think.

Simmons had a bold banner touting its Recharge campaign, showing a "human battery" being recharged.
But the big innovation by Simmons was a huge display on Building A. "Half asleep?" the banner said. High above, workers on a scaffold, presumably half asleep, had spilled cans of blue paint down the side of the building.
While some of Simmons' competitors said the meaning of that ad was not immediately clear, I thought it was clever and well done.

Vivon touted, simply, "mattress innovation" in its banner. Simple but effective.

Sealy went with the "more is more" approach, with a big block of copy, saying its new Posturepedic line is "this year's most talked about product line in Vegas." The headline on its banner was "Everything changes in 2013," Sealy's way of saying it will change the game with its new Posturepedic line.

There were some good messages there, but the Sealy banner was too crowded with copy, we thought. And the Posturepedic logo was too small - the smallest of any of the brand logos in the mattress ads. Sealy still has some work to do in the banner department.

Overall, it was good once again to see several bedding banners. It's good for our category leaders - and a relative newcomer - to seek to pique retail interest in their lines. Promotion, after all, is the lifeblood of the mattress category.