Simmons Awakens Marketing Monster In Support Of Beautyrest® 2000 Introduction

Furniture World Magazine

When Simmons "pulled back the sheets" to unveil the revolutionary BEAUTYREST® 2000 this January at the San Francisco Furniture Mart, it didn't stop there. This bedding giant has an array of marketing initiatives planned to saturate the world with messages of this extraordinary new product. With a grand scheme of programs from every corner of the marketing genre, Simmons will be spinning messages about the new BEAUTYREST® with advertising campaigns, public relations endeavors and in-store support materials just for starters. Beautyrest of Your Life - PR Campaign Snapshot. In order to support the introduction of the revolutionary BEAUTYREST® 2000 and an opportunity to show the world how to get the "rest" of their lives, Simmons will kick off the BEAUTYREST® of Your Life public relations campaign in late February. The public relations plan that will introduce the BEAUTYREST® 2000 to the consumer market will feature everything from a significant BEAUTYREST® 2000 consumer sleep research study, product giveaways, celebrity endorsements, spectacular publicity stunts and major media events. Stay "alert" in late February to see how the BEAUTYREST® 2000 will show how consumers won't have to wait the rest of their lives, to get the "rest" of their lives. BBDO South - An Added Bonus: Listed as part of the "most creative agency networks in the world" by Advertising Age Magazine, BBDO South, hired by Simmons in October 1999, will "uncover" its first advertising initiative for the Simmons BEAUTYREST® brand with the introduction of the BEAUTYREST® 2000 advertising campaign. The Beautyrest 2000 ad campaign, starting this Spring, will focus on the importance of a quality night's sleep and the Beautyrest 2000's ability to provide the best night's sleep available. - The campaign will support Simmons' overall mantra - Better Sleep Through Science™. Look What Simmons Has "In Store" for Beautyrest 2000 Support. Without forgetting the most important place to get the word out about the Beautyrest 2000, Simmons is focusing much of its efforts on in-store support materials for the introduction of the revolutionary new bed. With a flood of brochures, posters, educational devices and even an interactive kiosk that leads consumers through a sleep deprivation test, Simmons dealers will be equipped with ammunition to help understand, position and communicate the benefits of the Beautyrest 2000. The support materials will feature such things as consumer sleep statistics, design elements of the bed, and the Motion Separation Index (a competitive analysis of leading industry brands to compare the transfer of motion across the mattress and show a legitimate motion separation step up story), ensuring all aspects of the Beautyrest 2000 messaging are easily conveyed throughout the retail sales environment. "The introduction of the Beautyrest 2000 is the biggest news this industry has ever seen and in order to support an announcement of this magnitude, we have to pull out all the stops with our marketing efforts," said Don Hofmann, Simmons Company vice president of Marketing. "It is an exciting time for Simmons Company and the entire bedding industry. Marketing has never been more crucial in ensuring the right messaging is being communicated about the Beautyrest 2000 and the true importance of better sleep." Maker of Beautyrest®, BackCare® and Connoisseur®, Atlanta-based Simmons Company employs more than 2,500 people and operates 18 plants throughout the United States and Puerto Rico. Simmons is committed to helping consumers attain a higher quality of sleep and supports that mission through its Better Sleep Through Science™ philosophy, which includes developing superior mattresses and promoting a sound and smart sleep routine. For more information, consumers can visit the company's Web site at www.simmons.com.