After 85 years and manufacturing over a billion legendary Beautyrest® Pocketed Coils®, Simmons has firmly established its legacy of leadership and innovation. 2013 signifies the next chapter of this position as it completes its “Recharge” transformation and Move Forward Fully Charged.
Simmons launched two new Beautyrest® collections in Las Vegas—Beautyrest Recharge™ and Recharge World Class™—which replace the brand’s former Beautyrest Classic and Elite lines. Both collections combine the conforming back support of Beautyrest Pocketed Coil ® springs with the cool sleeping comfort of AirCool® foams to bring the consumer Recharging Sleep™.
With 800 and 1,000 Beautyrest Pocketed Coil springs in the Beautyrest Recharge and Beautyrest Recharge World Class, respectively, both feature AirCool Foam, and AirCool Memory Foam. GelTouch™ foams, which provide pressure relief and promote freedom of movement and a comfortable sleeping temperature, are available on select models. The Beautyrest Recharge World Class offers TruTemp™ Gel that absorbs, stores and releases excessive warmth to help keep you in a comfortable temperature zone.
Additionally, all upper-end models priced feature AirCool Memory Foam with Micro GelTouch™ foam, and 2,000 density Beautyrest Pocketed Coil springs via a micro Pocketed Coil® construction that provides an extra layer of micro Pocketed Coil springs for enhanced pressure relief with a luxurious feel, providing the ultimate individualized, luxurious sleep experience.
Most recently, Simmons continues to be a leader in the industry with the addition of four new mattresses to its Comforpedic from Beautyrest ™ collection introduced in January.
Featuring renowned luxury AirCool Memory Foam and high-density AirCool Memory Foam with TruTemp Gel, engineered into the four new beds is a proprietary Multi-Action Support Layer™, an enhanced system designed to provide the legendary support that Beautyrest is known for, along with superior airflow for more comfortable sleep. Each of the four beds offers a unique feel—Ultra Plush, Firm, Luxury Plush and Plush Firm—to accommodate consumers’ individual comfort preference.
To enhance the consumers’ overall sleep experience, Comforpedic also introduced the new Restored Comfort ™ pillow. This new pillow includes AirCool Memory Foam with TruTemp Gel that conforms and promotes pressure relief while helping to keep you in a comfortable temperature zone. This oversize queen pillow fits either a queen or king pillowcase and comes with a three-year limited warranty.
In conjunction with these product launches, in May 2013, Simmons will launch its first national advertising campaign for Comforpedic. The campaign will deliver over 500 millions impressions alone and positions Comforpedic, “The Better Memory Foam”, as the “expert brand” for those “in the know.” Endorsements from preeminent experts in a variety of fields will leverage the brand’s unique niche position and communicate what sets Comforpedic apart. The company’s celebrity spokespeople will serve as proof points that smart starts with a better night’s sleep, and better sleep starts with Comforpedic. Simmons is planning major placements in summer programming, and will have a continuous advertising presence throughout the peak selling period of May to September. The campaign also extends out to digital and social media channels with a robust awareness campaign that threads one cohesive message through all avenues of engagement.
Lastly, Simmons Beautyrest took the number one spot in Consumer Reports’ mattress ratings (to be released in full in May), ranking number one in the innerspring category and receiving the highest score overall for all categories—not to mention our designation as one of CR’s “Best Buys”.
As Simmons look to the rest of 2013, by combining product ingenuity with clear messaging and an impactful advertising strategy, it continues to build a brand platform that bolsters selling power and leadership position.