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​​​​Simmons Bedding Company Donates 150 Mattresses to Dekalb County Fire Department​

Firehouse Recharge Initiative expands into Atlanta Metro in third year.

ATLANTA – October 5, 2015) – On Saturday, October 3, Atlanta-based Simmons Bedding Company, LLC (Simmons) announced its donation of 150 Beautyrest mattress sets to the DeKalb County Fire Rescue Department (DCFRD). The mattresses will outfit bunkrooms in DCFRD’s 26-station department covering 15 communities. This donation marks the third year of Simmons’ philanthropic initiative, Firehouse Recharge. Over the past two years, Simmons has donated more than 350 mattresses to the Atlanta Fire Rescue Department, enough to replace every mattress in the department’s 35 stations.

“The reality is that many of us who call Atlanta home live outside the city limits. We’ve been honored to support AFRD over the past two years and we’re excited to expand Firehouse Recharge to serve all parts of metro Atlanta. We’re happy to have the opportunity to bring Firehouse Recharge to the hardworking men and women of the DeKalb County Fire Rescue Department”, said Serta Simmons Bedding President of Sales Tony Smith.

On Saturday, Simmons delivered mattresses to Station 23 in Tucker, Ga., where firefighters, along with DeKalb County Fire Chief Darnell Fullum and other department leaders, accepted the new mattresses on behalf of DCFRD. The DeKalb County Fire Rescue Department is one of the busiest departments in Georgia, answering over 101,000 average responses per year and covers one of the largest territories in the state.

“The men and women of DeKalb County Fire Rescue are extremely grateful for the donation of mattresses from Simmons, said Chief Fullum.” Because firefighters work a twenty-four hour shift, they are afforded the opportunity to sleep during the night. This gracious donation demonstrates that Simmons understands that those precious hours of sleep are essential to being ready and able to respond to an emergency. Your donation will go to good use!

Firehouse Recharge aims to provide local fire departments with new Beautyrest mattresses so firefighters get the restful, recharging sleep they need to perform their lifesaving duties.

​​​​​​​Simmons Sales Soar With Success of Beautyrest Recharge Hybrid​

Get Your Beautyrest” campaign and SleepSells program propel sales momentum.

(ATLANTA – August 2, 2015) – Coming off the largest launch in company history in January,Simmons Bedding Company (Simmons) is on a record-setting pace for the year. Driving Simmons sales momentum is the Beautyrest Recharge Hybrid line.

A standout hit at retail, the success of Beautyrest Recharge Hybrid is credited to great feels, improved memory foam technology, enhanced aesthetics and the popularity of the Get Your Beautyrest marketing campaign.

“The positive reception in retail indicates that we’ve hit the nail on the head when it comes to consumer-driven product development”, says Jeff Willard, Executive Vice President of Marketing at Simmons. “We’ve harnessed the best in groundbreaking technology and aesthetics to create a Beautyrest family of products truly aimed at solving consumers’ sleep problems, and the future state of this product innovation is even brighter.”

Get Your Beautyrest

The Get Your Beautyrest national campaign is on pace to deliver 2 billion of an estimated 3 billion impressions by the end of the peak summer selling period. As a result of the campaign, Beautyrest awareness has jumped 4% in just three months.

Get Your Beautyrest is a high-energy multimedia campaign focused on the morning after a great night sleep. The campaign’s second debut spot Champagne is the highest performing YouTube video of all time for Beautyrest, with more than 600,000 views.

Since Simmons reignited national consumer advertising for Beautyrest in 2012, Beautyrest brand consideration has increased by 63% and Beautyrest brand awareness has increased by almost 20%.

“From the very beginning, our advertising campaigns resonated with consumers looking for a way to take back the day, and now, our sales data reveals how wholeheartedly consumers are embracing Beautyrest as the key to better mornings”, says Willard. “We’ve struck the perfect marriage of innovative product and effective advertising, which our retail partners tell us is driving their business.”

SleepSells RSA Program

The SleepSells program, Simmons’ ground-breaking initiative focused on the retail sales associate, has garnered much excitement and anticipation from dealers and RSAs alike. The hallmarks of the program are the Simulator app and SleepSells.com.

The Simulator app uses 3-D models to break down the mattress layer by layer, making it easier for RSAs to give customers an inside look at the technology inside each bed.

SleepSells.com features a multimedia mix of informative, relevant content to serve as a one-stop information hub for the retail sales community. The site, which officially launched in late April 2015, already has over 800 registered RSAs in just the first wave of a targeted registration rollout of key retailers.

SleepSells.com is the first manufacturer-developed site of its kind, targeted directly and exclusively to the retail sales associate.

 

​​​​​​​​Serta Invites you to Break up with the Counting Sheep in its New Campaign, “It’s Over”​

After a Three-Year Hiatus, Madison Avenue Advertising Icons the Counting Sheep are Baaaack to re-launch the new Perfect Sleeper.

(DETROIT – May 12, 2015) – Serta, the #1 mattress manufacturer in the United States, launched a new integrated marketing campaign today, created by its lead creative agency Doner, that includes advertising, social promotion and public relations initiatives to support the launch of the new Perfect Sleeper mattress. The campaign revives the relationship between the Counting Sheep and Serta. Now that the new Perfect Sleeper helps solve five commons sleep problems, couples are ending their relationship with the Counting Sheep and everyone is getting quality sleep. The campaign, titled “It’s Over,” is the biggest Perfect Sleeper campaign from Serta and will reach the brand’s target consumer wherever she is consuming media including across video, content, digital, mobile, social and search platforms. It debuted today with a 30-second commercial airing nationally, which can be viewed here.

“We know a good night sleep is essential to our target audience, as she packs a lot into her day, but often wakes up feeling anything but refreshed,” said Andrew Gross, Senior Vice President of Marketing. “We felt this was the perfect time to bring back the loveable Counting Sheep to illustrate how the Perfect Sleeper mattress addresses the five most common sleep problems so people don’t have to count sheep again. By combining humor with an innovative product story, the campaign further distinguishes our position in the category and extends our brand promise of comfort.”

The 30-second launch commercial “We Need to Talk,” opens in a bedroom with the Counting Sheep earnestly jumping over a small wooden fence at the foot of a couple’s bed. It appears as if the Counting Sheep have successfully put the man and woman to sleep when suddenly, the couple sits up with the woman saying to the stunned flock, “We need to talk.” She reluctantly admits that they have a new Serta Perfect Sleeper and have actually been “fake counting” them for months.

Like anyone who finds out their partner has been faking it, the Counting Sheep are shocked. They are then regretfully informed that the couple’s Serta Perfect Sleeper, is so comfortable their services are no longer required.

“You know things aren’t good when you hear the fateful words we need to talk,” said Ken Spera, SVP, Creative Director, Doner. “For over 15 years, people have connected the Counting Sheep with Serta and we’re thrilled to reconnect the brand to the herd with Serta’s distinctive style of humor. The beautifully odd combination of film director John Hamburg’s unique approach to humor and Aardman’s award-winning animation skills helped to capture and bring the exact vision we had to life.”

“Aside from a few demanding and temperamental sheep, I had a blast working with the talented folks at Aardman and Doner to create a funny and original new campaign for Serta,” said director John Hamburg.

 

Simmons Unifies Beautyrest Brand with Historic Product Introduction

More than 70 percent of company product portfolio to debut at January Market.

(ATLANTA – January 18, 2015) – This January Market, Simmons Bedding Company (“Simmons”) celebrates the unification of its Beautyrest® brand with the largest product launch in company history. The cross-category product introduction representing more than 70 percent of Simmons’ product portfolio will unite under the company’s flagship brand.

The One Beautyrest strategy comes to life in the new Recharge family of products.
Four new lines will debut under the Beautyrest Recharge® banner:

  • Beautyrest Recharge® and Recharge® Ultra, an upgrade of the popular classic at affordable price points
  • Beautyrest Recharge® World Class™, expertly crafted to provide the ultimate in support, comfort and temperature management
  • Beautyrest Recharge® Hybrid, redesigned to combine the best and latest in Pocketed Coil® Technology and AirCool™ Memory Foam
  • Beautyrest Recharge® Memory Foam Plus, innovative memory foam technology comprises a true support system unlike anything else in the category

The new offering promises more value at every level, ensuring exclusive technologies, unmatched feels and legendary support across all lines.

“Simmons has steadily moved toward Beautyrest brand unification since 2012, and we’re excited to implement this fully realized brand alignment in 2015. Beautyrest already commands strength in the marketplace with consumers, retailers and suppliers alike. This move was the natural next step in powering brand momentum,” said Jeff Willard, EVP of Marketing at Simmons.

Beautyrest Recharge and Recharge Ultra feature Legendary Pocketed Coil® technology, providing conforming back support and motion separation for undisturbed sleep. Comfort comes thanks to layers of premium GelTouch™ and AirCool Foams that promote freedom of movement and pressure relief, as well as exceptional surface contouring and conformability. Recharge Ultra models also contain a layer of AirCool Memory Foam for comfort, pressure relief and temperature management. The line’s 13 models are priced from $699-$1,299 and offer multiple feel choices.

Beautyrest Recharge World Class combines the unparalleled support of Beautyrest Pocketed Coil technology with the comfort of GelTouch and AirCool Memory Foam and temperature management of the new SurfaceCool Plus™ Fiber. This unique fiber layer is designed to dissipate heat away from the surface to help the sleeper maintain an ideal sleep temperature. This expertly crafted combination aims to help consumers experience a superior night’s sleep. The line’s 10 models are priced from $1,399-$1,999 and offer multiple feel choices.

Beautyrest Recharge Hybrid is the next generation mattress that combines the best of both worlds – Beautyrest Pocketed Coil technology with AirCool Gel Memory Foam technology – to deliver the support consumers need and the comfort they want. Also featured is the innovative, new AirCool® Max Memory Foam, using conductive properties of Simmons’ proprietary Micro-Diamond Technology to help move heat away from the body. The conforming back support of Beautyrest Pocketed Coil springs paired with the comfort, pressure relief and temperature management of AirCool Memory Foam technologies is the choice for consumers looking to experience energizing sleep. The line’s six models are priced from $1,399-$2,499 and offer multiple feel choices.

Beautyrest Recharge Memory Foam Plus combines exclusive new technologies for conforming support, comfort and temperature management. Unlike most memory foam mattresses, this line offers a Dual Support System, topping its base support foam with the new Beautyrest Engineered Gel Support Layer. The over 700 responsive sculpted cushions that make up the Engineered Gel Support Layer independently conform to your shape and movement for personalized support. This layer combines with the temperature managing, conductive properties of AirCool Max Memory Foam to help provide restful, restorative sleep. The line’s five models are priced from $1,399-$2,499 and offer several feel choices.

All four lines offer Simmons’ new, non-prorated ten-year limited warranty.

The lines feature striking new aesthetics, including an enhanced Beautyrest Navy and a new sable-colored design, featuring a sophisticated herringbone pattern on select models in the Recharge World Class line.

From value to looks to performance, we’ve improved upon every facet of the new Beautyrest lines across all price points,” said Rolf Sannes, ce President of Brand Management. “With the best new technologies and aesthetic trends, the new Recharge product family brings consumers the comfort, support, innovation and quality they expect from Beautyrest.”

Simmons will also introduce a new line of BeautySleep® mattresses, providing customers with unmatched comfort, support and value at entry-level price points. Select models feature GelTouch Foam and AirCool Memory Foam for comfort and freedom of movement. The line’s seven models offer multiple feel choices. The line offers Simmons’ new, non-prorated ten-year limited warranty.

Four new pillows will debut in Vegas as well. Priced $69-$149, this line features AirCool Memory Foam, removable covers and travel cases in select models.

RECHARGE 2.0: 2015 BEAUTYREST AD CAMPAIGN

The revamped Beautyrest portfolio will be supported by a full-scale advertising campaign, the largest in company history. In a time when the CDC calls the country’s sleep habits “a public health epidemic (1) where as many as 70 million Americans suffer from lack of sleep (2), Simmons aims to offer consumers the easiest, most natural solution to fix their sleep problems: the mattress.

The 2015 Recharge 2.0 campaign picks up where the 2014 Recharge campaign left off. After showing a world where people didn’t get their Beautyrest, the new campaign wakes up America’s Sleep Challenged. The new high-energy campaign, aptly themed Look Out World, transitions the focus from the Day Before to the Morning After.

“The Recharge 2.0 campaign is a celebration of consumers taking back the day after a recharging night of Beautyrest,” said Willard. “It’s a quick-witted, fun and empowering take on a serious issue, and provides a look at how a Beautyrest mattress allows people to reclaim healthy sleep habits to vastly improve their lives.”

The consumer campaign kicks off in February 2015, with TV spots airing prior to Presidents’ Day on network and cable channels. A comprehensive digital, social, public relations push will round out this national, multimedia campaign.

SIMPOSIUM

Simmons will also expand its retail sales initiative Simposium dedicated to helping Retail Sales Associates (RSA) simplify and streamline the sell.

In January, the company will launch SleepSells.com, a one-stop information hub for the retail sales community. The site houses a multimedia mix of informative, relevant content that RSAs can leverage to strengthen their pitch. This includes behind-the-scenes looks at Simmons’ emerging products and technologies, industry and consumer trends around sleep and wellness, and retail best practices – all informed and inspired by real comments and feedback from RSAs, Simmons Retail Account Specialists (RAS), and Simmons leadership. Sharing and comment features allow for two-way conversation among RSAs, RASs and Simmons decision-makers.

Unlike other industry resource sites, SleepSells.com connects the RSA directly to the manufacturer, making for a unique, personal dialogue that encourages learning on both sides. SleepSell.com is the first manufacturer-developed site of its kind targeted directly and exclusively to the RSA.

Simmons also announces, as of Market, the public availability of SIMulator, its proprietary, groundbreaking augmented reality app, across all major product lines. This app, introduced with great success at Market in July 2014, uses customized, trackable torso boards to trigger an interactive 3-D model that breaks down the mattress layer-by-layer. This peek “behind the curtain” is designed to increase consumers’ comfort and confidence, thereby shortening the purchasing cycle and enabling RSAs to more easily close the sale. SIMulator will feature products from all flagship lines, including: Beautyrest Recharge, Beautyrest Recharge World Class, Beautyrest Recharge Hybrid, Beautyrest Recharge Memory Foam Plus and Beautyrest Black®. The app is available for download on the App Store and Google Play™ beginning January 2015.

With a final word on his company’s 2015 strategy, Simmons President Tony Smith says: “By uniting our innovative products under the muscle of our flagship brand, we strengthen our multi-category portfolio offering in the full range of price points. We’re investing more than ever before in national advertising in order to continue the momentum of Beautyrest in the Marketplace. This, combined with our unique approach to retail sales outreach, sets us on the course to continue to match – even exceed – our stellar sales growth of recent years.”

1) “Insufficient Sleep Is a Public Health Epidemic.” Centers for Disease Control and Prevention. National Center for Chronic Disease and Prevention and Health Promotion, Division of Adult and Community Health, n.d. Web. 12 Dec. 2014

2) Institute of Medicine. Sleep Disorders and Sleep Deprivation: An Unmet Public Health Problem. Washington, DC: The National Academies Press; 2006.