Simmons Bedding Company announced two new campaigns for its Beautyrest and Comforpedic from Beautyrest brands. These campaigns combined are expected to deliver 2.2 billion targeted consumer impressions and be viewed approximately 14 times by 96% of the brands’ target audience. Ads are scheduled to air on broadcast and cable network television in May.
“These new ad campaigns are unlike anything we as a company have ever done and we feel they are groundbreaking for the industry,” says Gary Fazio, CEO of Simmons. “We needed our ad campaigns to reflect the special “wow” factor of our product lines. So we went big – big names, spectacular productions, and high energy music – and we are excited for the consumer and the industry to see what we have in store.”
This campaign will mark the first national television advertising endeavor for Comforpedic. Expected to deliver nearly 700 million impressions alone, the spots aim to position Comforpedic “The Better Memory Foam”™ as the “expert brand” for those “in the know.”
The campaign will feature leading experts in a variety of fields endorsing Comforpedic as the mattress that provides them the best, most restful sleep they need to excel in their demanding professions. Providing voiceover for the spots is Alex Trebek, whose narration drives home the benefits of better sleep with Comforpedic.
Both the Beautyrest and Comforpedic ads have secured major placements in outstanding summer programming and will have heavy, high-profile presence from May to September, particularly around the summer holidays. Ads will air on all the major networks during their peak primetime programming and summer season finales, including Grimm, America’s Got Talent, Law & Order and NCIS, among others. Appropriately, the campaigns will also run during the network morning and late-night dayparts, when the half-awake and not fully charged are watching.
In addition, the ads will run on Lifetime, HGTV, Bravo, TLC, Food Network, Travel Channel, A&E, ESPN, History Channel, TBS, TNT, USA, CNN, MSN NBC, FoxNews, among others.
Both campaigns also extend out to digital and social media channels. Simmons has committed to a full year of extensive digital coverage, through search tools, network websites and web and mobile destinations.