CARTHAGE, Mo.-Leggett & Platt has introduced a multilevel campaign designed to promote its adjustable beds.
In the first phase of the campaign, the company’s Adjustable Bed Group will debut a branding effort that will include direct-to-consumer marketing and support materials for retailers. The new branding, unveiled at this week’s Las Vegas Market, features the tagline “finely crafted tranquility,” featuring tranquil colors, font and copy, and highlighting Leggett & Platt’s dedication to quality craftsmanship, with a focus on reaching contemporary style-savvy consumers.
The company has also created two websites, LPadjustablebases.com and LPadjustablebasepartners.com. The former offers content to educate consumers on the options and benefits of Leggett & Platt adjustable bed bases, along with a store-locator section. The latter has marketing and support materials for retailers of the company’s adjustable beds. Both sites formally launch today.
Jay Thompson, president of the Adjustable Bed Group, said, “With the (adjustable-bed) category experiencing unprecedented growth over the last few years, we wanted to reconnect with our consumers and uncover which factors are most important when they consider a new bed. We found that the prevalence of home technology in the bedroom and a desire to obtain a higher level of comfort fueled consumers’ interest in adjustable bed bases. Armed with this insight, we intend to employ this ‘bedroom haven’ trend to inspire new product development and position the brand to appeal to a larger group of target consumers.”