Daily News
From Home Furnishing Business
King Koil Launches Worldwide Rebranding Effort
May 16,
2017 by Larry Thomas in Advertising, Business Strategy, Industry 
Mattress manufacturer King Koil is rolling out a rebranding initiative to give the company and its extensive licensing network a consistent marketing presence.
The rebranding includes a new black and gold logo featuring a swoosh reminiscent of the spine, and subtly highlights the company’s commitment to proper support for restorative and healthier sleep.
Company officials said the new logo will be in use throughout of the company’s marketing materials and by all of its licensees by the end of the year.
“As we look to harness the strength of a global brand, consistency is key,” said Owen Shoemaker, president and chief operating officer. “Our message will become centered on ‘comfortable beds loved around the world’… because that is where we excel. As one of the leading global brands in this industry, maintaining a consistent brand presence is key to building brand awareness and trust among consumers. Now, with one consistent logo and message to be used by our licensees and retail partners across the world, we’ll increase our brand recognition, and build on our stellar reputation with consumers.”
The rebranding move builds on King Koil’s global presence and pushes the message online and in stores through a myriad of point-of-purchase signage. King Koil’s core mattress line, including the World Luxury, World Edition and World Extended Life collections, have all been designed to deliver on the company’s quality promise.
“By pulling together and utilizing one cohesive message, the King Koil family will be a stronger player in all of our markets throughout the world,” said Ken Swinarski, vice president of creative marketing for King Koil.
As part of its rebranding, King Koil is also bringing back its iconic “King Koil Man” mascot representing the company’s supportive innersprings to actively engage with consumers through social media channels.
The company completed its annual international marketing summit in January and has a North, Central and South American summit planned for June.
King Koil has more than 30 licensees and the brand is sold in more than 90 countries.