Tempur-Pedic Dreams Up New Ad Campaign

May 17, 2007  by in UnCategorized   

By Home Furnishings Business in Bedding on May 2007 Tempur-Pedic, Lexington, Ky., announced a new marketing campaign—including television advertising—that will be centered around what the company calls the strong connection between sleep and wellness.

Developed by The Acme Idea Company of Norwalk, Conn., the new campaign uses the tag line “Welcome to Bed,” positioning Tempur-Pedic products as “night time therapy for body and mind.” The campaign was created after months of studying consumer preferences and buying habits, as well as researching retail trends and category dynamics. Ads will begin appearing on television, magazines and more this month.

“This direction was born of consumers and what they have told us is important to them. Today’s consumer is more educated than ever before and more demanding about the wellness products they purchase,” said Rick Anderson, president of Tempur-Pedic North America. “This new direction speaks to the significant importance people are placing on their sleep needs.”

The ads can be viewed at the company’s Web site, www.tempurpedic.com .

In late April, Tempur-Pedic posted a 16 percent increase in net sales to $266 million in its first quarter on the strength of a 25 percent increase in its U.S. furniture and bedding retail channel.