Beautyrest Names Anomaly As Its New Agency Of Record

ATLANTA, Oct. 10, 2017 – Simmons Bedding Company, LLC, a subsidiary of Serta Simmons Bedding, LLC (SSB) and maker of the Beautyrest® premium brand mattress, announced its selection of Anomaly as the company’s new lead agency, and will partner with the company on strategy and creative development.

The move comes after an agency review and is part of SSB’s overall efforts to expand and refresh its advertising and marketing activities to further reach and engage consumers.

“After a thoughtful and thorough review, we determined that Anomaly is an outstanding fit for the Beautyrest brand, based on their understanding of our business and creative vision,” said Warren Kornblum, Interim Chief Marketing Officer for SSB. “We expect that Anomaly will bring unique, creative ideas and campaigns that will propel the brand forward. Their past work speaks for itself, and I am fully confident that their future work will be a breakthrough for the Beautyrest brand.”

“We look forward to creating a new partnership with Anomaly to accelerate our current momentum,” said Jim Gallman, Executive Vice President, Marketing for the Simmons Beautyrest brand.   Kirshenbaum Bond Senecal + Partners (KBS) previously led the Simmons Beautyrest creative account. “We would like to thank KBS for their past partnership,” Gallman added.

“We’re excited to partner with the Beautyrest team on their next chapter,” said Franke Rodriguez, Partner and CEO of Anomaly. “The Beautyrest line of mattresses is one of the best in the industry — anchored by a long history of developing great products and driving product innovation — so the chance to really strengthen the brand and drive relevance with consumers is an exciting one.”

About Serta Simmons Bedding, LLC
Serta Simmons Bedding, LLC is the leading sleep company and the largest manufacturer, marketer and supplier of mattresses in North America. Based in Atlanta, SSB owns and manages two of the largest bedding brands in the mattress industry, Serta®, which has five other licensees who manufacture mattresses in the United States, and Beautyrest®. The two brands are distributed through national, hospitality, and regional and independent channels throughout North America. SSB also owns Tomorrow, a direct-to-consumer mattress brand. The company operates 39 manufacturing plants throughout the United States and Canada. For more information about SSB and its brands, visit

About Anomaly
Founded just over 10 years ago, Anomaly is a difficult to define, but exciting to work at ‘new model’ agency. Driven by a passionate and entrepreneurial culture encompassing a diverse, elastic set of skills, Anomaly has offices in Los Angeles, New York, Toronto, London, Amsterdam, Berlin and Shanghai. Clients include: Anheuser-Busch InBev, Beats, The Campbell Soup Company, Carnival Cruises, Converse, Diageo, Electrolux, Google, Hershey’s, Lego, MINI, Nike, Sally Hansen, The Coca-Cola Company and Anomaly has been recognized for a very wide range of work and IP, covering both effectiveness and craft excellence including: Ad Age’s 2017 Agency of the Year, Cannes Lions, Effies, Fast Company’s Most Innovative, Jay Chiat, Digiday Awards and the Mashies – among the usual suspects. Anomaly has also been honored with a few less conventional accolades as well, such as being named one of Time Magazine’s Best Inventions of 2016 for hmbldt, Toy of The Year for Mighty Jaxx, plus two Emmys for a television series, all of which the agency created and co-owns.

​​​​Beautyrest® Debuts New Standalone Sleep Technology, Celebrates Marketing, Sales and Sleepsells Success

(ATLANTA – July 29, 2016) – On the heels of its breakthrough introduction of the SmartMotion™ Base, the Beautyrest® brand debuts Sleeptracker® by Beautyrest, the bedding industry’s first standalone sleep tracking device compatible with each of our mattresses and foundations.

“Sleeptracker by Beautyrest brings our years of sleep expertise to the consumer tech category, providing a highly accurate, totally non-invasive, robust and easy-to-use solution designed to help consumers sleep better and smarter,” said Michael DeFranks, Vice President, Advanced Technology at Serta Simmons Bedding.

The device is comprised of a processor and two sensors that slip between the mattress and foundation to track sleep like the SmartMotion Base. Sleeptracker by Beautyrest uses the Sleeptracker smartphone app to monitor elements of motion, heart rate and breathing rate to assess sleep patterns for up to two sleepers – including REM sleep. The Sleeptracker app is available for download on the App Store and Google Play.

“Sleeptracker is the most advanced cloud-based Internet of Things data science platform for sleep, and we are delighted to partner with Beautyrest for continued success in the market,” said Arthur Kinsolving, Chief Technology Officer at Fullpower, the company behind Sleeptracker technology.

Sleeptracker by Beautyrest will be available in Q4 of 2016 and packaged as a standalone product to be sold at mattress and furniture retailers, as well as anywhere “Smart Home” consumer electronics are sold.

“We’re excited to be the first bedding manufacturer to offer a standalone sleep technology that creates an opportunity for a step-up across any sale – any of our mattresses or foundations or independent of a mattress purchase altogether,” said DeFranks. “We see this as a great value-add for our valued industry retail partners and beyond.”

Sleeptracker by Beautyrest is the latest offering in products from Beautyrest designed to help consumers sleep better and smarter. In January 2016, Beautyrest introduced the SmartMotion Base powered by Sleeptracker, which monitors real-time vitals andsleep patterns to generate custom tips to help optimize sleep, which customers can also track through the Sleeptracker app.


The Beautyrest brand reports outstanding sales success in the first half of 2016 thanks to the popularity of its new Beautyrest Black® line. Beautyrest Black momentum has continued to climb since the new line launched in January and is one of the fastest growing bedding lines in the industry. Beautyrest Black contains the line’s signature Micro-Diamond™ Memory Foam, which leverages the conductive property of diamond particles to move heat away from the surface of the mattress. This staple technology pairs with Beautyrest’s patented Advanced Pocketed Coil® technology for the ultimate in sleep luxury. These technologies combine the conformability of memory foam with the support of Pocketed Coil® technology and continue to drive growth in the premium and luxury category.

“Another winning introduction for our luxury products solidifies Beautyrest’s dominance in the premium category,” said Jim Gallman, Senior Vice President of Brand Marketing for Simmons. “This success at retail signals that consumers recognize the superior innovation and craftsmanship we put into our products.”

Driving the brand’s success is the new breakthrough Dream in Black campaign and partnership with championship-winning football star Tom Brady. The campaign, which launched May 9 across national broadcast and cable television, digital and social media, will achieve more than 1.5 billion impressions. The television spot that features Brady exploring a lavish hotel in search of the perfect room – containing nothing but a Beautyrest Black mattress – was praised by national and trade press, consumers and retailers alike. According to TV ad metrics provider iSpot.TV, “Suite” is the number one ranking TV spot in the mattress industry.


Simmons’ SleepSells program, an education and training initiative focused on the retail sales associate (RSA), continues to gain momentum with retailers and RSAs alike. April 2016 marked the one-year anniversary of the SleepSells program; in the program’s first year, Simmons reports:

  • exceeding year-one registration goals on Twenty-two percent of Simmons’ top retailers have RSAs actively engaged on the site.
  • RSAs averaging more than two visits per month, during which they leave hundreds of comments, take polls and participate in surveys and sweepstakes.
  • more than 4,300 SIMulator™ app downloads via the App Store and Google Play.Year Two will bring about a new look and new capabilities for, a focus on increasing engagement between RSAs and industry experts, as well as a plethora of new, relevant content. Simmons will also introduce a major update to the SIMulator app this summer, including a sleeker design, new product and video-play capabilities. The update will be available for download on the App Store and Google Play.

“The success we’ve seen in just the first year of the SleepSells program shows that we’ve created a resource RSAs find truly valuable,” said Michelle Montgomery, Vice President of Marketing Communications at Simmons. “We’re listening to the RSA community and our retail partners so we can continue to deliver engaging, effective tools that help mattress sales associates become the most knowledgeable, respected sales team in retail.”

Simmons Launches New Campaign and Partnership with Tom Brady #DreamInBlack with New Beautyrest Black® Mattresses

ATLANTA, May 9, 2016 – Simmons Bedding Company, LLC (Simmons) announced today an exclusive partnership of its luxury Beautyrest Black® brand with championship-winning football star Tom Brady for the brand’s new Dream in Black campaign. The partnership will empower consumers to get deep, restorative sleep with the new line of Beautyrest Black mattresses.

Simmons understands that sleep does not just play a vital role in good health and well-being – it’s a luxury that Americans deserve and crave. In fact, a recent survey revealed that nearly three in four working Americans (73 percent) would give up a portion of their salary to get a good night’s sleep, proving that sleep is the ultimate luxury that Americans want most.

“It was really important to us to find someone who embodies the Beautyrest Black luxury lifestyle – someone who is committed to the ultimate in quality, performance and style,” says Jeff Willard, Executive Vice President of Marketing for Simmons. “Tom Brady exemplifies this persona and lifestyle, which makes him the perfect partner for our Dream in Black campaign. With this partnership, coupled with a premium product line and a breakthrough integrated marketing campaign, we will continue to elevate Beautyrest Black and accelerate growth in the luxury market.”

“When you think luxury, a designer watch or a sports car may come to mind; but as an athlete and a father, sleep is the ultimate luxury,” said Brady. “I am extremely selective in the brands I partner with. That’s why I’m excited to team up with Beautyrest Black on the new Dream in Black campaign – I believe that a good night’s sleep is incredibly important.”

Simmons is launching the partnership and campaign today with a rich array of content, including but not limited to new television and digital spots created by global communications agency KBS.

“Our challenge was to reinforce Simmons’ position not only as the leader in mattress technology but also as experts in luxury, and Beautyrest Black is the perfect representation of that luxury,” said Jon Goldberg, Executive Creative Director at KBS. “We knew consumers would trust Tom Brady’s discerning standards for luxury, and take his cue that the perfect night of sleep requires nothing more than Beautyrest Black.”

In the commercial, hitting network broadcast and cable networks nationwide on May 9, Brady explores a lavish hotel in search of the perfect room — which contains nothing but a Beautyrest Black mattress.

View the new Beautyrest Dream in Black campaign ad.

The line of Beautyrest Black mattresses is available at retailers nationwide. For additional information, visit

Beautyrest Builds On Luxury Success With New Beautyrest Black

Integrated SmartMotion base provides custom sleep tracking, tips, smart alarm and more for personalized sleep support.

(ATLANTA – January 24,2016) – After a year of record-setting sales, Beautyrest® is set to debut twelve new models in its premium Beautyrest Black® line at the January Las Vegas Furniture Market. Since 2012, Beautyrest Black sales have skyrocketed as the brand’s signature approach to combining technology and luxury has sparked consumer interest in the luxury category. The line has more than doubled in sales since 2012, making it one of the fastest growing bedding lines in the industry.

“In 2014, we set the bar for luxury marketing in the industry when we re-launched Beautyrest Black with a focus on technology, luxury and breakthrough marketing featuring Patrick Dempsey. In 2016, we’ll take this to another level with an even better product line that has exclusive new features to deliver luxurious sleep and an even bigger marketing campaign featuring another A-list celebrity spokesperson,” says Jeff Willard, Executive Vice President of Marketing for Simmons Bedding Company, LLC (“Simmons”).

All Beautyrest Black models will contain the line’s signature Micro-Diamond™ Memory Foam, which leverages the conductive property of diamond particles to move heat away from the surface of the mattress. This staple technology pairs with Beautyrest’s patented Advanced Pocketed Coil® technology for the ultimate in sleep luxury.

Higher-end models will feature the introduction of BlackICE™ Memory Foam, which adds a “cool to the touch” treatment at the surface designed to keep the sleeper cool and comfortable while falling asleep. The twelve innerspring models are priced from $1,999-$4,999. Beautyrest Black will be supported by a groundbreaking luxury marketing campaign that will kick off prior to Memorial Day 2016. The campaign will feature an A-list celebrity spokesperson in a Super Bowl-quality TV spot and will be supported by PR, web, social and digital activations.
Optimize Your Sleep Performance: Beautyrest SmartMotion™ Base

Innovation has led to the creation of the breakthrough sleep solution – Beautyrest SmartMotion™ base powered by Sleeptracker® technology. SmartMotion™ bases allow consumers to optimize their sleep through a fully integrated and non-invasive sleep tracking technology that translates their night time habits into life transforming solutions. With the technology seamlessly integrated into the base, Beautyrest SmartMotion™ base has the flexibility to work with any mattress. The SmartMotion base accurately tracks deep, light and REM sleep without the assistance of a wearable device or wires, making this a truly non-invasive sleep solution.

Equipped with accurate and powerful sleep tracking technology, Beautyrest SmartMotion™ bases offer a clear step-up story for adjustable bases at retail – all while remaining within the same price range as standard adjustable bases ($1,199 – $2,299).

“Beautyrest SmartMotion™ is a game-changer in an over commoditized category. This is technology unlike anything seen in the Market as it is seamlessly integrated into a motion base so you don’t need to wear anything to track your sleep. With it, we’re able to drive category growth and add true value to retailers and consumers alike,” said Willard.

In addition to easily tracking your sleep to provide real-time feedback and tips to help you sleep better, SmartMotion™ bases boast:

Individualized Sleep Tracking
Advanced, non-invasive sensors accurately monitor up to two sleepers independently in order to display separate sleep data, reporting and coaching designed for improved sleep performance for both.

Integrated Sensors
Our sleep tracking sensors are integrated into the Base and undetectable during sleep. No wearable device is necessary so you sleep freely.

Sleep Cycle Alarm
Based on pre-selected earliest and latest wake times, our advanced alarm system detects when sleepers are in a light stage of sleep to wake them at the optimal moment to feel refreshed.

Customized Coaching
The SmartMotion™ System monitors your inputs (i.e. heart rate, respiration rate and movement), compares your sleep history with individuals like you and synthesizes your information into real-time solutions designed to help you achieve an improved level of sleep.

The SmartMotion™ base powered by Sleeptracker® technology is the culmination of over 250 man years of research and development and delivers the first complete Sleeptracker® smart bed Internet of Things platform in the industry, said Philippe Kahn, CEO and founder of Fullpower – the company behind Sleeptracker® technology.

Elegantly Orchestrated Sleep: Introducing the new Beautyrest® Platinum™ line
A sleep experience made possible through innovative design, expert craftsmanship and superior style – Beautyrest® Platinum™ is both an exceptional mattress and a finely tuned sleep system. The line features 12 models: 8 innerspring and 4 hybrid models.

The Beautyrest® Platinum™ collection features legendary Pocketed Coil® technology, providing conforming back support and motion separation for undisturbed sleep. Comfort comes thanks to layers of AirCool® Gel and AirCool® MAX Memory Foams that promote freedom of movement and pressure point relief. SurfaceCool™ Plus Fiber dissipates heat away from the surface while the AirCool® system removes heat to help maintain an optimal temperature. Elegance is highlighted by advanced and stylish surface fabrics that deliver a delightful feel to the touch. The eight innerspring models are priced from $1,299-$1,799 and offer multiple, upgraded feel choices.

The Beautyrest® Platinum™ Hybrid collection includes four models and will expand on the success of Beautyrest’s current Recharge Hybrid line. The line combines the best of all worlds – Beautyrest® Pocketed Coil® technology, advanced, denser memory foams and a layer of latex – to deliver the support consumers need and the comfort they want. A layering of Dynamic Response™ Memory Foam and AirCool™ Memory Foam sits near the surface for temperature calibration, freedom of movement and pressure point relief. Comfort Response™ Latex supports the system with distinctive conforming support and a uniquely firm feel. Also featured is the innovative PlatinumICE™ Memory Foam, which maintains a “cool to the touch” surface feel designed to help keep the sleeper cool and comfortable while falling asleep. The four models are priced from $2,299-$2,999.

The Beautyrest Platinum collection will be supported by the popular “Get Your Beautyrest” advertising campaign. After garnering over 3 billion impressions in 2015, Simmons will again increase its advertising investment in 2016. The campaign’s witty TV spots offer consumers the easiest, most natural solution to fix their sleep problems: a great night’s sleep on a quality mattress.

“Over the last three years, we’ve invested heavily in product development and national advertising. Our sales have soared and we’re leading the hybrid and luxury categories. We’re committed to market share growth by continuing to offer retailers more options to satisfy all consumer preferences,” said Willard.

​​​​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

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


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.


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.


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, 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, connects the RSA directly to the manufacturer, making for a unique, personal dialogue that encourages learning on both sides. 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.