TRINITY, N.C. (January 28, 2013)
–Sealy, Inc. (NYSE: ZZ), today announced plans to support its new 2013 Sealy Posturepedic® line with a national consumer advertising campaign, which will represent Sealy’s largest investment in the brand in over five years. The new campaign will build upon the “Whatever you do in bed, Sealy supports it™” campaign that launched in 2011, while also introducing the hero product in the 2013 Sealy Posturepedic line-up - the new Hybrid mattress.
“Our goal with our new spots is to create an emotional connection with consumers, while also driving sales of our new 2013 Posturepedic Hybrid Series, an emerging new category in the industry,” said Jodi Allen, chief marketing officer, Sealy. “We are committed to building the brand for the long-term with an even greater media investment than 2012, and anticipate that the advertising will once again be ground-breaking for the industry.”
Two new television spots serve as the foundation of the campaign. The first will strike an emotional chord with consumers by emphasizing the important life moments that begin and end in bed, while the second will demonstrate the Sealy’s leadership in the emerging hybrid category by featuring the benefits of the all-new Sealy Posturepedic® Hybrid Series, the only true half foam/half springs mattress available:
“Life Before Your Eyes” portrays the life of a mattress, poignantly revealing one family’s milestones through the eyes of the bed. From monumental occasions, like a couple’s wedding night, the arrival of a new puppy and the birth of two children, to more subtle moments, such as a couple’s argument and coinciding makeup, as well as general family bonding, this commercial is an eloquent extension of the Whatever you do in bed, Sealy supports it™ campaign.
“Perfect for Everyone” takes a different approach, to communicate the benefits of a hybrid mattress to viewers. The spot artfully depicts how the contouring comfort of cooling gel memory foam in the top half of the mattress combined with the deep down support of titanium springs in the bottom half is perfect for everyone in your life, including your favorite four-legged friend.
Sealy will integrate the national message from the new television commercials to retail by redefining the in-store experience for consumers. For 2013, Sealy has created a distinctive in-store display using unique fabrics and timeless color palettes to clearly showcase the benefits of the entire 2013 Posturepedic mattress line. A new Hybrid headboard design calls attention to the offering and helps consumers easily understand what a Hybrid is in the mattress category through strong visuals and lighting. The entire in-store program will underscore the brand’s commitment to quality and support, while also making the product look more appealing to consumers.
Sealy will also support the new launch with a variety of online initiatives for 2013, continuing to lead the industry in both digital and mobile marketing initiatives. Sealy will utilize both video and dynamic banner ads to target consumers who are in the market for a mattress, while completely redesigning the Posturepedic experience on Sealy.com. Social media support will also be an important element of the new marketing campaign as the brand maintains its growing presence on Facebook - which has more fans than all other major competitors combined - engaging with consumers, brand enthusiasts and key influencers to draw attention to the new product offering.
“We are laying the foundation for another great year for Sealy,” said Allen. “With the largest advertising spend we’ve had in years combined with tear-jerking creative that is bound to connect with consumers, Sealy Posturepedic is set to regain its leadership once again in the industry.”
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.