Simmons’ Ad Campaign and RSA Initiative Bolsters Continued Sales Success

Coming off the largest launch in the company history in January, Simmons Bedding Company is on a record-setting pace for the year. Driving Simmons’ sales momentum is the Beautyrest Recharge Hybrid line. A standout hit at retail, the success of Beautyrest Recharge Hybrid is credited to great feels, improved memory foam technology, enhanced aesthetics and the popularity of the “Get Your Beautyrest” marketing campaign.

“The positive reception in retail indicates that we’ve hit the nail on the head when it comes to consumer-driven product development,” says Simmons President Tony Smith. “We’ve harnessed the best in groundbreaking technology and aesthetics to create a Beautyrest family of products truly aimed at solving consumers’ sleep problems, and the future state of this product innovation is even brighter.”

Since Simmons reignited its consumer-facing Beautyrest national advertising in 2012, Beautyrest brand consideration has increased by 63% and Beautyrest brand awareness has increased by almost 20%. The “Get Your Beautyrest” national campaign is on pace to deliver two billion of an estimated three billion impressions by the end of the peak summer selling period. As a result of the campaign, Beautyrest awareness has jumped 4% points in just three months.  “Get Your Beautyrest” is a high-energy, multimedia campaign focused on the morning after a great night sleep. The campaign’s second debut spot “Champagne” is the highest performing YouTube video of all time for Beautyrest, with more than 600,000 views.

“From the very beginning, our advertising campaigns resonated with consumers looking for a way to take back the day, and now, our sales data reveals how wholeheartedly consumers are embracing Beautyrest as the key to better mornings,” says Simmons Executive Vice President of Marketing Jeff Willard. “We’ve struck the perfect marriage of innovative product and effective advertising, which our retail partners tell us is driving their business.”

On the retailer-focused side of Simmons’ recent initiatives, the company’s groundbreaking SleepSells program (which includes the Simulator app and has garnered much excitement and anticipation from dealers and RSAs alike. The Simulator app uses 3-D models to break down the mattress layer by layer, making it easier for RSAs to give customers an inside look at the technology inside each bed. The first manufacturer-developed site of its kind, is targeted directly and exclusively to the retail sales associate. The site features a multimedia mix of informative, relevant content to serve as a one-stop information hub for the retail sales community. Since its official launch in late April 2015, already has over 700 registered RSAs in just the first wave of a targeted registration rollout of key retailers.

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