Bed Bath & Beyond Features Sleep Solutions Collection in New Advertising Campaign

January 10, 2020  by Laurie Northington in Business Strategy, Industry   

"We are committed to serving our customers as the authority in the home," said Michael Krueger, interim marketing lead, Bed Bath & Beyond. "As the market leader in the bedding category, we have identified the products that suit specific sleep personas, helping our customers get a better night's sleep and improving their overall wellness."

The Wake Up Happy advertising campaign debuted on Jan. 6 across television, print, radio, digital, and social channels, including YouTube, Facebook, and Instagram. The digital video and TV spots highlight the expansive sleep selection at Bed Bath & Beyond, depicted by an enthusiastic associate helping a customer successfully wake up happy in a store display bed after trying a variety of sleep solutions at Bed Bath & Beyond.

"We want to make it easy to feel at home and getting a good night's sleep is essential to that," said Krueger. "This campaign creates a fun, emotional connection with our customers and communicates that we are the sleep experts and destination for everything they need to sleep better and wake up happy."

The first step to getting better sleep comes by helping our customers identify their own sleep type. The campaign extends to the Bed Bath & Beyond website where customers can shop by what type of sleeper they are. The company has identified four sleep personas and paired them with product solutions that will help customers achieve a better night's sleep. 

The personas include:

• The Popsicle: always cold and constantly piling on more layers of socks, sweatshirts, and bedding 
• The Furnace: always hot, for whom light pajamas and air conditioning just don't cut it 
• The Knot: always wakes up feeling like they "slept funny" 
• The Overthinker: As soon as the lights go out, their brain turns on, leading to restless nights

Customers can shop and save on sleep solutions during the Bed & Bath Sale that runs through Thursday, Jan. 16, and will feature 20% off our entire stock of sheets, pillows, blankets, down comforters/down alternative comforters, towels, and more (Offer not valid on UGG merchandise).