Serta Simmons Bedding has unveiled a radical relaunch of its Simmons brand. Using robust research and strong consumer insights, the company reimagined the 150-year old legacy brand for a world where beds come in boxes, quick-ship is demanded and life stages rule consumer mattress purchasing decisions. With two new mattresses and a bold new marketing campaign, Simmons has been reinvented as a playful, value-priced “first-mattress”—designed specifically for the way Gen Z and Millennials shop today.
“The market has been disrupted based on consumer shopping preferences for simpler choice and desired convenience,” said Melanie Huet, chief marketing officer of SSB. “With our expertise in product design and technology, we are now disrupting those disrupters and re-establishing our brands as the undisputed leaders in delivering a great night’s sleep for every consumer, at every price point and through every retail channel.”
The new Simmons products combine the brand’s proven design, technology and cooling expertise, with the convenience and unboxing fun that today’s younger consumers desire. “Gen Z is constantly breaking the rules set by previous generations,” Huet continued. “The new Simmons line offers these disruptors a quick-ship, value-priced crash pad built for the way they live.”
After debuting two offerings in early December, the full line will be rolled out with key retailers in January, with prices starting at $299 for a Memory Foam Queen and $349 for a Hybrid Queen. Simmons has plans to broaden the collection in 2020 with new products that will be sold both online and with key brick-and-mortar partners.
Serta is also rolling out a fun new branding initiative throughout the first quarter of the year. It includes a new interactive winking eye logo, which will be featured on the brand’s website, retailer partner sites and on product packaging. A robust collection of banner ads and social content will fuel the brand’s ‘Just for Fun-ZZZ’s’ campaign, including entertaining videos, catchy sleep phrases and engaging in-bed games. The content will live across the brand’s new Instagram, Facebook, Twitter accounts and retail partner sites in 2020.
“I’m particularly pleased with the social experience we’ve created for the new Simmons brand,” said Huet. “We’re showcasing how delightfully different we are when compared to the greater mattress market and recognizing how our target consumer wants to live more than they sleep. Followers will be excited to find bed hacks, jumping on the bed techniques and recipes for eating in bed—all which helps them break the sleep rules of the past.”
By March, Simmons plans to launch its own DTC website, designed to inspire Gen Z and Millennials to continue to bring the ‘Fun-ZZZs’ back to sleep.