Bedding major Serta is emphasizing mattress comfort with its new national advertising campaign, designed to support the company’s new iComfort line. Yes, the Serta Counting Sheep are back in action.

“Comfort Reimagined” is the theme of the campaign, which has launched nationwide as the industry gears up for the important Memorial Day sales period. The campaign aims to support Serta’s position that it is the premier mattress brand devoted to comfort, which is the key driver of mattress purchase decisions, officials said.

Serta did not disclose the dollar amount of the campaign, but said it marks an aggressive push by the company to support its brand in the summer selling season and into the fall.

In addition, Serta has rolled out a new website designed to simplify the mattress research and shopping process for today’s internet-savvy consumers.

“Earlier this year, we unveiled a new tagline, ‘Always Comfortable,’ and a new product architecture that puts the Serta brand name first on all mattress collections,” said Andrew Gross, executive vice president of marketing for Serta. “Our new campaign and web site were both designed to communicate this brand promise of comfort through product innovation while motivating consumers to experience Serta for themselves at retail.”

TV ads in the campaign highlight the new Serta iComfort mattresses, which has been completely redesigned with new features and is now available in both memory foam and hybrid models. The product-focused spots show how Serta’s new triple-action gel technology provides advanced individualized comfort that cradles, supports and aids in temperature regulation, furthering Serta’s commitment to being “Always Comfortable.”

And the new commercial includes a cameo from one of Serta’s Counting Sheep, the brand icons, the company said.

“Comfort is all about the product experience,” said Gross. “Our new ‘Comfort Reimagined’ television spot brings that experience to life in a very compelling way, while connecting the product to the quality and trust associated with the Serta brand.”

The spot will run nationwide on TV and digital video and will be complemented by paid search and display across all devices, social media content, consumer media outreach and influencer support, the company said. The campaign was created in partnership with Serta’s agency Doner, based in Detroit.

Making comfort central to the Serta experience included redesigning the company’s website, Serta.com, with consumer needs and the drive to retail in mind. The new brand website is designed to put every type of shopper at ease and connect them to retailers through an easy–to–navigate mattress shopping experience that can be accessed via desktop, tablet or mobile devices, officials said.

Based on an analysis of data and consumer feedback, the new site was designed to include an array of features designed to better inform shoppers, including searches by price point or comfort level, education on the benefits of adjustable foundations, a mattress selector quiz to guide shoppers to their perfect mattress, and, the “Comfort 101” content hub to attract shoppers on the hunt for mattress and sleep-related content, the company said.

“Our new website was designed to resonate with mattress shoppers at every point of the purchase funnel, while reducing the confusion often associated with researching mattresses online,” Gross noted. “By creating a more comfortable and simplified experience, we will drive more consumers to visit their local Serta retailers.”

(Source: Furniture Today)