TRINITY, N.C. (January 28, 2013)
– After launching one of the industry’s most innovative advertising campaigns, Whatever You Do in Bed, Sealy Supports It™ two years ago, which made consumers think of their beds as a horizontal living space, Sealy, Inc. (NYSE: ZZ) is making another bold move to change the way the industry advertises. Sealy is developing what insiders are calling Grade A B-roll – beautiful, premium visuals of the mattress that artfully capture the quality of each Sealy sleep set.
Similar to the auto industry, bedding manufacturers provide retailers with creative assets to use in their own advertising. The end result can be a disjointed commercial with static images of bedroom scenes with price points tagged over the imagery. The new Sealy Grade A B-roll will provide retailers with compelling, first-class images, while maintaining consistency for the Sealy brand portfolio.
“We’ve heard from our retail partners, and they love the national advertising campaign, but they are also looking for creative assets to incorporate into their own advertising, “said Jodi Allen, chief marketing officer, Sealy. “Sealy’s new approach to advertising does two things. It helps elevate our industry’s advertising by selling sleep over price, and it helps our retailer partners create dynamic, artful imagery, that will pique consumer’s interest, and, ultimately, get them in the door.”
Sealy will also use the Grade A B-roll from dealer footage to end the brand’s national advertising spots to build continuity between retail and national consumer advertising, further reinforcing the retailer’s message and driving traffic in store.
Sealy® owns one of the largest bedding brands in the world, with sales of $1.2 billion in fiscal 2011. The Company manufactures and markets a broad range of mattresses and foundations under the Sealy®, Sealy Posturepedic®, Optimum™, Stearns & Foster®, and Bassett® brands. Sealy operates 25 plants in North America, and has the largest market share and highest consumer awareness of any bedding brand on the continent. In the United States, Sealy sells its products to approximately 3,000 customers with more than 7,000 retail outlets. Sealy is also a leading supplier to the hospitality industry. For more information, please visit www.sealy.com.