Serta Launches “Comfort Reimagined” Campaign

Serta is raising its profile as the premier brand devoted to comfort – the number one driver of mattress purchase decisions as identified through multiple consumer research studies. Serta has announced the launch of “Comfort Reimagined,” a new advertising campaign that will support the roll out of its new Serta iComfort products. The company has also launched a new website designed to simplify the mattress research and shopping process for today’s internet-savvy consumers.

“Earlier this year, we unveiled a new tagline, ‘Always Comfortable’, and a new product architecture that puts the Serta brand name first on all mattress collections,” said Andrew Gross, executive vice president of marketing for Serta. “Our new campaign and website were both designed to communicate this brand promise of comfort through product innovation while motivating consumers to experience Serta for themselves at retail.”

The “Comfort Reimagined” campaign was created in partnership with Serta’s agency Doner and will be fully-integrated across a variety of channels. New TV ads highlight the all-new Serta iComfort mattresses, which have been completely redesigned from the inside out and are now available in both memory foam and hybrid models. The product-focused spots show how Serta’s new triple-action gel technology provides advanced individualized comfort that cradles, supports and aids in temperature regulation -- furthering Serta’s commitment to being “Always Comfortable.” Plus, the new commercial includes a cameo from one of Serta’s Counting Sheep, the brand icons loved by retailers and consumers everywhere.

“Comfort is all about the product experience,” Gross explained. “Our new ‘Comfort Reimagined’ television spot brings that experience to life in a very compelling way, while connecting the product to the quality and trust associated with the Serta brand.”

The spot will run nationwide starting May 19th via TV and digital video and will be complemented by paid search and display across all devices, social media content, consumer media outreach and influencer support.

As part of the new “Always Comfortable” branding, Serta has redesigned to focus on consumer needs and the drive to retail. The new website is designed to put the shopper at ease, connecting them to retailers through an easy–to–navigate mattress shopping experience that can be accessed via desktop, tablet or mobile devices.

Based on an analysis of data and consumer feedback, the new site was designed to better inform shoppers with an array of new features that include searches by price point or comfort level, education on the benefits of adjustable foundations and a mattress selector quiz to guide shoppers to their perfect mattress. The new “Comfort 101” content hub will serve to attract shoppers on the hunt for mattress and sleep-related content.

“Our new website was designed to resonate with mattress shoppers at every point of the purchase funnel, while reducing the confusion often associated with researching mattresses online, “ continued Gross. “By creating a more comfortable and simplified experience, we will drive more consumers to visit their local Serta retailers.

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About Serta, Inc. : Serta, Inc., through its licensees, is the #1 mattress manufacturer in the United States.  Serta's product portfolio includes the Perfect Sleeper, which is the Only Official Mattress of the National Sleep Foundation, and the iComfort Sleep System, both named Consumers Digest Best Buys. Serta through its licensees also manufactures the exclusive Bellagio at Home, SmartReact and iSeries Cool Elegance collections. As the leading provider of mattresses to the hospitality industry, Serta partners with hotel groups such as Hilton Worldwide, Marriott International, Intercontinental Hotels Group, Choice Hotels International, Best Western International, Omni Hotels and Resorts, as well as Bellagio Las Vegas.  In addition, Serta is distributed internationally in more than 150 other countries. With its worldwide network, Serta is able to respond quickly to customers' needs while still preserving strict control standards to ensure the highest quality.