Southerland Refines Its ‘Wake Up Well’ Campaign

In a move designed to help its independent retailers tap into the national trend of sleep being the newest “fitness” craze, Southerland has refined its Wake Up Well program. Designed to arm RSAs with tools to engage consumers shopping for sleep products, the campaign includes strategies to help improve sleep, build brand awareness and deliver important information about the company’s broad family of brands.

Wake Up Well encompasses the company’s seven brands and emphasizes that sleep hygiene is crucial for people at all budgets. Its aim is to provide consumers in the market for a new mattress the ability to thrive from healthy sleep. Southerland has created a three-minute animated video for its retail partners to use on retail showroom floors, on websites and across social media platforms to showcase the individuality of sleep.

“Waking up from a great night’s sleep creates a great morning, and a great morning sets the stage for a great, productive day. Our belief is that no matter if you sleep on a $599 Southerland mattress or on a $3,000 Southerland mattress, we provide the opportunity for people to wake up rested and restored and to live their best, most productive lives,” said Bryan Smith,  president and chief executive officer of Southerland. “Sleep is individual, and there is no one mattress in the market that works for everyone. Our extensive Family of Brands provides our retail partners with a range of sleep options to meet a diverse group of needs. Sleep is the driver of all we do – it keeps our bodies healthy and our minds sharp. Wake Up Well gives our RSAs a great conversation starter with consumers looking to improve their sleep hygiene.”

Future plans for Wake Up Well include consumer-facing initiatives like a specially-curated website, an interactive app that offers smart tips for improving sleep and developing better sleep hygiene.

The Centers for Disease Control and Prevention considers sleep deprivation a public-health epidemic, and the organization’s research shows that more than two-thirds of American consumers are sleep deprived, logging less than the recommended seven hours a night of sleep. The organization also reports that poor sleep contributes to chronic diseases like diabetes, depression, Alzheimer’s disease, cancer and heart disease.

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About Southerland: Southerland has been making quality mattresses in the U.S. since 1893. Using only best-in-class materials and components, Southerland currently sells its line of mattresses and adjustable bases throughout 43 states. By implementing its stringent quality assurance program, Southerland manufactures mattresses that are backed by the company’s “making it right” philosophy that stands behind every product delivered. Each of its products is delivered to retailers via its wholly-owned transportation company. The company’s six production and distribution facilities in Nashville, Tennessee; Phoenix, Arizona; Oklahoma City, Oklahoma; and Tualatin, Oregon, total more than 480,000 square feet.