Simmons Announces New, Groundbreaking Advertising Campaign For Comforpedic; Upgraded Advertising Spots For Beautyrest
ATLANTA, April 20, 2013 /PRNewswire/ -- Simmons Bedding Company announced today at High Point Market the impending launch of two new advertising campaigns for its Beautyrest ® and Comforpedic ® From Beautyrest ® brands. These campaigns combined are expected to deliver a staggering 2.2 billion targeted consumer impressions and be viewed approximately 14 times by 96 percent of the brands' target audience. Ads are scheduled to hit the airwaves on network and cable television in May 2013.
"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 ® from Beautyrest ®. 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. Through the ads, the viewer is pulled into the spectacular dream environments of celebrated experts Philippe Cousteau, famed oceanographer, filmmaker, Animal Planet correspondent and grandson of Jacques Cousteau; Maria Chudnovsky , renowned graph theorist and mathematician and a 2012 MacArthur Foundation Fellow; and Dr. Mae Jemison , the first African-American female astronaut and an accomplished physician.Providing voiceover for the spots is Alex Trebek, renowned Jeopardy host and the ultimate expert on experts, whose narration of Cousteau, Chudnovsky and Jemison's "dreams" drives home the benefits of better sleep with Comforpedic. The Beautyrest ad campaign also received a boost of star power since the January Vegas Market. "Though the original Beautyrest spots tested well comparatively within the bedding industry, we knew we could go bigger - better. We're competing for our audience's attention against all advertisers, not just our industry," says Jeff Willard, Executive Vice President of Marketing for Simmons. "These new ads pack a punch - you're instantly grabbed by the familiar tune, and the quick cuts bring the Recharge message to life." 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.
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