ATLANTA-Simmons will launch new advertising campaigns for its Beautyrest and Comforpedic by Beautyrest brands next month.
It will mark the first ad campaign for the latter brand, which is targeted to position Comforpedic as “the better memory foam” and the “expert brand” for those “in the know,” according to a Simmons statement. Scheduled to air on both network and cable television, the ads will feature Philippe Cousteau, oceanographer, filmmaker, Animal Planet correspondent and grandson of Jacques Cousteau; Maria Chudnovsky, graph theorist and mathematician; and Dr. Mae Jemison, physician and the first African-American female astronaut. The voiceover for the ads will come from “Jeopardy” host Alex Trebek.
The ads for the new Beautyrest campaign were previewed during the January Las Vegas Market. Both the Beautyrest and Comforpedic ads are slated to air on all major networks, and Simmons promised a “heavy presence” from May to September. They will be backed up with efforts on digital and social-media channels.
Together, the two campaigns are expected to deliver 2.2 billion consumer impressions. Gary Fazio, Simmons’ CEO, said, “We needed our ad campaigns to reflect the special ‘wow’ factor of our product lines. So we went big—big names, spectacular productions and high-energy music—and we are excited for the consumer and the industry to see what we have in store.”