The new Beautyrest Black lineup includes 20 mattresses across four series. Photo courtesy of Serta Simmons Bedding.

Beautyrest Black’s bowling ball bounces back for launch of 20 new beds

DORAVILLE, Ga. – Serta Simmons Bedding is throwing back to an iconic, historic advertising campaign to help launch its new Beautyrest Black lineup first previewed at the Las Vegas Market.

The company turned to its advertising vault to resurrect the bouncing bowling ball marketing concept first used in 1995. This latest campaign marks the third time the company has used a variation of the campaign to demonstrate its motion isolation properties of Beautyrest’s pocketed coil system. The company brought it back for a second iteration in 2006 when Beautyrest Black was first brought to market.

The new ad shows three bowling balls dropping onto the mattress to demonstrate motion isolation, one of the company’s brand promises. The tagline for the campaign: “People at the best get their Beautyrest.”

The new Beautyrest Black lineup includes 20 mattresses across four series. Photo courtesy of Serta Simmons Bedding.

“Our new Beautyrest campaign goes back to our roots,” said Tim Oakhill, chief marketing officer, adding that the reimagined concept is designed to highlight the support and motion isolation in the new Beautyrest Black line.

The campaign is scheduled to go live May 13 across video, display, social and search.

The four series lineup features 20 models with the brand’s exclusive triple-stranded Pocketed Coil technology for support and motion separation, Sleep Climate technology for temperature management, high-density foams, fashion-inspired covers, quilted borders and eight handles. In series four, the upper end of the lineup, the beds feature a range of builds and materials including 4,000 nano coils in queens.

“This is the first of several major product launches we are executing over the coming months; through great new products, national advertising and close partnerships with our retailers, we will continue to execute our turnaround strategy and regain market share,” said Mark Genender, Serta Simmons’ interim CEO.

The company said by the end of the second quarter it will have shipped product samples to about 5,000 store locations with more than 190 retailers.

“At SSB we are always looking for opportunities to both enhance the overall sleep experience for our consumers, and create the best shoppable experience,” said Rolf Sannes, senior vice president, brand marketing. “Each level within the Beautyrest Black portfolio provides the customer with step-ups in features without losing any of the innovations of the previous series.”

See also:

  • What has Serta Simmons been focused on for the last 6 months?
  • Serta Simmons updates and expands key lines, adds new marketing campaign

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