SEALY POSTUREPEDIC CONTINUES INNOVATIVE MARKETING PLANS FOR 2012Monday, January 30, 2012
TRINITY, N.C. (January 30, 2012 ) – Sealy ® (NYSE: ZZ) , North America’s No. 1 mattress brand, has announced plans to build on the successful marketing campaign supporting Sealy Posturepedic. The award-wining Whatever You Do in Bed, Sealy Supports It™ campaign was successful both on- and off-line, inspiring a groundbreaking shift in marketing efforts for the mattress industry.
“We experienced tremendous success with our strategic approach to marketing the Next Generation Posturepedic,” said Jodi Allen, chief marketing officer, Sealy. “Our 2012 efforts will continue to push the envelope when it comes to delivering creativity and quality in both our campaigns and products.”
To support the launch of the redesigned 2011 Sealy Posturepedic mattress, Sealy developed a marketing campaign reflecting research about how people actually use their beds. The Whatever You Do in Bed campaign included three television commercials, Apartment, Jump and Afterglow, and broke ground in the digital realm thanks to the introduction of the In Bed Tagger™ app and Sealy’s targeted approach to marketing to consumers. Accolades and accomplishments for the Whatever You Do in Bed, Sealy Supports It campaign included:
· Acknowledgement as one of the best Super Bowl commercials of 2011 (Afterglow)
· More than 2 million YouTube views of the Sealy Afterglow commercial
· Recognition by the global advertising community with a Jay Chiat bronze award
· More than 130,000 likes for the Sealy Facebook page in nine short weeks
· Approximately 130,000 downloads of the In Bed Tagger app
· Selection as a participant in Google Case Studies
· Seven-fold year-over-year traffic increase to Sealy.com
Plans for Sealy Posturepedic in 2012 include the creation of three new television spots highlighting life’s moments in bed while continuing to focus on support. The spots, titled “Middles,” “Stoplight” and “Good Neighbors,” will focus on one of the core benefits of the Posturepedic mattress – the center, which provides support where you need it most. In addition, the new advertisements will continue to be provocative and playful similar to the Afterglow and Jump spots from the 2011 campaign. The Sealy team also plans to engage consumers through a variety of online initiatives to continue to drive consumer conviction for its flagship brand..
For more information on Sealy Posturepedic marketing efforts in 2012, please contact Jenny Sherman at firstname.lastname@example.org or 312-861-5257.
Sealy owns one of the largest bedding brands in the world, with sales of $1.2 billion in fiscal 2011. The Company manufactures and markets a broad range of mattresses and foundations under the Sealy(R), Sealy Posturepedic(R), Sealy Embody(TM), Stearns & Foster(R), and Bassett(R) 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.
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