Beautyrest Premieres New Campaign Highlighting Connection Between Sleep and Performance
Fully integrated campaign includes REM Cycle fitness class with Crunch Gyms and sleep advice from expert Dr. Rebecca Robbins
ATLANTA, June 28, 2017 /PRNewswire/ — This summer, Beautyrest® brand, one of the industry’s leading mattress brands, is reminding consumers that its Beautyrest Black® mattress is the ultimate equipment for high-performance sleep. Last week, the new ad campaign launched nationally, juxtaposing scenes of athletic performance with high-quality sleep achieved on a Beautyrest mattress. The brand will also host a series of online and offline events to underscore the importance of sleep to fuel success in our daily lives.
Starting in July, the brand is collaborating with Crunch Gyms to educate fitness enthusiasts on the best way to get a good night’s sleep, and the critical intersection of sleep and fitness performance. Beautyrest and Crunch have developed a series of activities to highlight sleep, including the first-ever REM Cycle class designed to promote peak performance and better sleep through a series of exercises that help people prepare, perform, power down, and restore the body for the best sleep ever.
“We are thrilled to be partnering with Beautyrest and introducing this new, fun REM Cycle class to Crunch,” said Marc Santa Maria, National Group Fitness Director at Crunch. “Our members are always looking for different ways to workout at the gym and we are excited to introduce a class that encourages members to think about their sleep patterns as much as they do their fitness regiments.”
“Consumers recognize that having the right equipment can help you perform more effectively – whether it’s at work, the gym or in our homes,” said Beautyrest Executive Vice President of Marketing Jim Gallman. “With this integrated campaign, we intend to show millions of consumers that the right mattress with the right technology is an essential investment and the ultimate equipment for high-performance sleep.”
Beautyrest will also continue to serve as a resource for consumers, offering a deeper understanding of sleep science and helpful sleep advice through a partnership with Dr. Rebecca Robbins, a sleep researcher and co-author of “Sleep for Success.” Dr. Robbins primarily conducts research on the link between sleep and performance as well as strategies for optimal rest and recovery. Her role will be to help the brand educate consumers about ideal sleep habits and the impact of quality sleep on their waking success, including how high-quality sleep can give them an edge to perform more effectively.
“Rest plays a pivotal role in nearly all areas of our waking lives; yet in our society, sleep is unfortunately viewed as a luxury rather than a necessity,” said Dr. Robbins. “Research must be shared with the population to make a true difference, so it is wonderful when a brand like Beautyrest wants to engage with the academic community to promote the benefits of sleep.”
Content from Dr. Robbins will also be featured on Beautyrest.com, on its Under the Covers blog and on the brand’s social media channels. She also will be featured on SleepSells, the brand’s online training destination for retail sales associates and other industry insiders.
“We see an increasingly strong cultural link between achieving high performance in active lifestyle sports and bettering ourselves and our overall well-being,” said Patrick Scissons, Global Chief Creative Officer of KBS. “Beautyrest is putting sleep on the same playing field, drawing a powerful parallel to its importance.”
For more information about Beautyrest, visit www.beautyrest.com. To view examples from the brand’s new campaign, visit the Beautyrest YouTube® channel.
About Serta Simmons Bedding, LLC
Serta Simmons Bedding, LLC (“SSB”) is the largest distributor and manufacturer of mattresses in the United States. The Atlanta-based company owns and manages two of the largest bedding brands in the mattress industry, Serta®, which has five other independent licensees, and Beautyrest®. The two brands are distributed through national, hospitality, and regional and independent channels throughout North America. SSB operates 32 manufacturing plants in the United States, six in Canada and one in Puerto Rico. For more information about SSB and its brands, visit www.sertasimmons.com.
Crunch is a gym that believes in making serious exercise fun by fusing fitness and entertainment and pioneering a philosophy of No Judgments. Crunch serves a fitness community for all types of people, with all types of goals, exercising all different ways; working it out at the same place together. Today, we are renowned for creating one-of-a-kind group fitness classes and unique programming for our wildly diverse members. Headquartered in New York City, Crunch serves over 900,000 members with over 200 gyms worldwide in 21 states, Puerto Rico and 4 countries. Crunch is rapidly expanding across the U.S. and around the globe. Go to www.crunch.com for more information.