Daily News Archive
Brought to you by Home Furnishings Business
McRoskey Mattress Co. Gets a Makeover
By Home Furnishings Business in Bedding on May 9, 2013
McRoskey Mattress Co. is celebrating 114 years of hand-crafting mattresses and box springs with a new identity.
Through a series of playful print ads, a Web site overhaul and a new logo that speaks to the companys hand-made heritage and Made-in-San Francisco pride, McRoskey Mattress wants to send the message that "nothing can cradle your dreams quite like a McRoskey."
Our customers have always known that McRoskey mattresses are incredibly comfortable," said McRoskey Mattress President Robin McRoskey Azevedo, the third generation of McRoskey to run the company. "What they might not know is that they are made by hand, made right here, and some people will go to extraordinary lengths to sleep on theirs every night.
The new ads are a combination of hand-drawn illustrations and photography. In one, a mountain climber hikes up a peak, while a Sherpa-like guide behind him carries the hikers McRoskey. In another, guests arriving at posh hotel are accompanied by a McRoskey-toting bellhop.
Theres a whimsical quality to the ads, said Carolyn Goodman, president and creative director of San Rafael, Calif.-based Goodman Marketing Partners, the agency that conceived the rebranding effort. "Theyll hopefully inspire a knowing smile as they reinforce the fact that people are just absolutely attached to their McRoskey. Thats why they buy them again and again, and why families have one generation after another still buying McRoskeys."
McRoskeys long history, and hand-crafted heritage are evoked in its new logo, an image of the label thats stitched on every McRoskey Mattress. The sewn-on emblem, complete with grommets, bears the well-known elliptical company logo, along with the words Made in San Francisco, U.S.A. prominent underneath.
Were exceptionally proud to be a part of the fabric of this city," said McRoskey Azevedo. "My grandfather was one of the only mattress makers still operating and supplying mattresses following the 1906 earthquake."
The new Web site is cleaner and easier for visitors to navigate, letting them quickly find more information on comfort options and how a McRoskey is made. McRoskey.com also incorporates bold new imagery that reinforces the message of comfort while dispelling the notion that although it is over a century old, McRoskey is not an old-fashioned company.