TRINITY, N.C. (January 24, 2011 ) – We all know that we do more than sleep in our beds.  Whether it’s spending family time with kids, reading a book or packing for a trip, our beds are at the core of our lives. 

 

Sealy® (NYSE: ZZ) , North America’s No. 1 mattress brand, discovered this first hand while researching consumers for the launch of the Next Generation Sealy Posturepedic mattress.  The team at Sealy conducted in-home, ethnographic research along with one-on-one consumer interviews to determine how people are really using their beds. 

 

“Our research found people do much more in bed than sleep; there’s a whole lot of living going on in bed,” said Jodi Allen, chief marketing officer at Sealy.  “It was this core insight that drove the development of both our Next Generation Posturepedic mattress line as well as our marketing campaign.  And it’s this core insight that presented an opportunity for us to enter a relatively uncharted space in the industry, while ultimately tapping into consumer emotion.” 

 

To communicate all of life’s moments Sealy supports, the brand enlisted the help of its new advertising agency Leo Burnett, who in collaboration with the Sealy team, has created three television spots highlighting life’s moments in bed – from jumping on the bed to working late nights on the laptop to folding laundry.  The new campaign will break ground in the mattress category and have a greater focus on digital and social media to reflect today’s consumer.

 

“This new campaign manifests a fresher, more modern view of the role of mattresses in everyday life.  With more than 60 years of designing and building Posturepedic mattresses with support in mind, we’ve realized support is even more than science and backs,” said Allen. “This campaign will show just that.  Early testing shows a highly favorable response from retailers and consumers alike, and we are thrilled to unveil it.”

 

The new campaign will show Sealy in a new light while differentiating the brand from the competition. Building upon the recent successes of the Stearns & Foster and Embody™ memory foam and latex foam lines, the new campaign will also feature exciting social media components, supporting the larger corporate strategy to drive leadership in the digital medium in this category.

 

About Sealy
Sealy is the bedding industry's largest global manufacturer with sales of $1.2 billion in fiscal 2010. The Company manufactures and markets a broad range of mattresses and foundations under the Sealy Ò , Sealy Posturepedic Ò , Sealy Embody ä , Stearns & Foster Ò , and Bassett Ò brands. Sealy operates 25 plants in North America, and has the largest market share and highest consumer awareness of any bedding brand on the continent. In the United States, Sealy sells its products to approximately 3,000 customers with more than 7,000 retail outlets. Sealy is also a leading supplier to the hospitality industry. For more information, please visit www.sealy.com .