From Home Furnishing Business
Beautyrest Launches Advertising Campaign Linking Sleep, Health
Mattress major Simmons has launched a national advertising campaign for its flagship Beautyrest brand that positions the brand as the “ultimate equipment” for a good night’s sleep.
Beautyrest officials said the campaign is built around the premise that optimal personal performance is based on a person’s exercise, nutrition and sleep habits.
Officials said Beautyrest will use broadcast, digital, social media and public relations to expose millions of consumers to its key message, which juxtaposes scenes of personal athletic performance, such as biking, boxing, yoga and swimming, with the high-quality sleep attained on a Beautyrest mattress.
“As consumers, we all understand the important role equipment plays in our everyday success,” said Beautyrest Executive Vice President of Marketing Jim Gallman. “Whether we are striving for success at work, on the athletic field or during the pursuit of a personal passion, the right equipment is key to performance, and high-performance sleep is no different. Our new campaign drives home this idea and communicates that the right mattress with the right technology is essential to achieving optimal sleep.”
In addition, Beautyrest has partnered with Dr. Rebecca Robbins, a sleep researcher and co-author of “Sleep for Success.” Robbins primarily conducts research on the link between sleep and performance, as well as strategies for optimal rest and recovery.
She will help educate consumers about ideal sleep habits and the impact of quality sleep on their waking success, including how high-quality sleep can give them an edge to perform more effectively.
“Rest plays a pivotal role in nearly all areas of our waking lives; yet in our society, sleep is unfortunately viewed as a luxury rather than a necessity,” said Robbins. “Research must be shared with the population to make a true difference, so it is wonderful when a brand like Beautyrest wants to engage with the academic community to promote the benefits of sleep.”
Beautyrest will highlight consumer-oriented content from Robbins on the “Under the Covers” blog on Beautyrest.com, and on the brand’s social media channels. She also will be featured on SleepSells, the brand’s online training destination for retail sales associates and other industry insiders.
“Dr. Robbins has spent years studying the science of sleep, and she is dedicated to educating society about the clear link between quality sleep and success during the day, which is a topic that perfectly aligns with the performance-focused message of our new campaign,” said Michelle Montgomery, Beautyrest vice president of marketing communications. “We are thrilled that she’ll be working with Beautyrest to help people understand the important role sleep plays in making us perform more effectively.”
Starting in July, the brand also is collaborating with Crunch Gyms, which has more than 200 locations nationwide, to educate fitness enthusiasts on the best way to get a good night's sleep, and the critical intersection of sleep and fitness performance.
Beautyrest and Crunch have developed a series of activities to highlight sleep, including the first-ever REM Cycle class designed to promote peak performance and better sleep through a series of exercises that help people prepare, perform, power down, and restore the body for the best sleep ever.