26934 Mon, 01/07/2013 - 1:06pm
DUQUESNE, Pa.-American Textile Co. has unveiled what a company statement described as “an updated look” for its AllerEase brand of mattress and pillow encasements.
The new look encompasses an extension of the brand into other product categories—including mattress pads, comforters and pillows—and a redesigned logo. The aim of the campaign is to move AllerEase beyond its prior focus as basic-bedding covers into a provider of allergen-relief bedding solutions, American Textile said.
The new direction also involves communications. “With our brand refresh, we’re better communicating AllerEase’s features online, on package and in store to assist our retail partners in educating a wider range of consumers about the benefits of protective bedding,” said Blake Ruttenberg, American Textile’s executive vice president of sales, marketing and product development.
The new logo, which includes the AllerEase name next to several crossed lines, is designed to connect with mothers who, according to American Textile research, said they are seeking ways to reduce allergens in their bedding, according to Mette Odom, vice president of marketing. With both the logo and the new products, “we’re giving moms a way to help the whole family sleep well and feel better,” Odom said.