Serta to Launch Campaign for iComfort Line
HOFFMAN ESTATES, Ill.-Serta will debut a new advertising effort for its iComfort mattress collection tomorrow.
Called "Always Comfortable," the campaign will include television advertising spots and social-media promotions. In addition, the company will introduce testimonial films online that will highlight real consumer experiences with iComfort. The intent, according to a Serta statement, is to communicate to consumers that iComfort mattresses are "so comfortable, you'll be comfortable with anything."
The TV commercials, which will break on May 21, feature a man communicating a variety of misguided ideas to his wife, who is relaxing on their iComfort mattress and who says, "I'm comfortable with that" to each idea. The online films will follow five real consumers and their experiences with their iComfort mattresses. The social-media promotions, which will take place during the summer, will use the hash tag #ComfortableWithThat.
Andrew Gross, Serta's senior vice president of marketing, said the new campaign is a recognition that iComfort, now entering its fourth year, needs to move from communicating features and benefits to establishing a brand promise. "In addition, we saw an opportunity to ladder to our overall Serta brand benefit of comfort and introduce the sense of humor that has historically been part of the brand's advertising, as exemplified by our famous 'Counting Sheep' campaign," Gross said.