Serta Celebrates Two Major Milestones 

Serta celebrated the 100th anniversary of its Beautyrest brand with new beds and a Roaring Twenties-themed soirée at the Las Vegas Winter Market.

Building campaigns around Beautyrest and ‘Counting Sheep’ birthdays

YSN Staff 

Serta Simmons Bedding (SSB) celebrated dual anniversaries at last week’s Las Vegas Winter Market, as its venerable Beautyrest brand turns 100 and its iconic “Serta Counting Sheep” campaign marks its 25th birthday. 

To herald the bedding centennial, the company launched new Beautyrest and Beautyrest World Class collections, which will be supported with special anniversary advertising and in-store support. The Beautyrest grouping is offered in two levels, both featuring 875-density pocketed coil technology and ActiveResponse memory foam, while the new higher-tier World Class collection ups the pocketed coil density to 1,000 and features World Class Relief HD Foam along with advanced cooling. 

Beautyrest is also providing dealers with 100th anniversary in-store materials and incorporating the milestone into its TV advertising campaign, set to air across TV and digital channels this Memorial Day. 

Monumental Milestone 

 “Celebrating 100 years of Beautyrest is a monumental milestone for this brand,” said Tim Oakhill, SSB’s chief marketing officer. “As we mark this century of sleep innovation, we’re thrilled to introduce two exciting new collections at the Winter Las Vegas Market. We’re not just offering new products, we’re bringing these innovations directly to our retailers, so that our customers can experience the quality sleep they deserve. We look forward to the next 100 years of empowering people to enjoy a good night’s sleep.” 

On the Serta side, the company will roll out a targeted visibility campaign during the key Memorial Day, Labor Day and Black Friday holiday periods that will leverage nostalgic retro advertising materials to herald the 25th birthday of the brand’s iconic sheep mascot and celebrate Serta’s rich history.  

Birthday in a Box 

Serta will also mark the anniversary with national and evergreen promotions offering customers extra savings, and is providing retailers with a “Birthday in a Box,” filled with celebratory materials to enhance the in-store experience and engage customers. These materials, along with the promotional discounts, “will create a memorable shopping experience that increases conversion rates and encourages customers to celebrate with Serta,” SSB said. 

Serta’s 25-year-old “Counting Sheep” campaign will be recounted with nostalgic retro ad materials. 

“Celebrating 25 years of Serta’s iconic Counting Sheep is not just about nostalgia; it’s a testament to the enduring power of storytelling in building a brand,” said Anne Edwards, senior vice president, Serta brand marketing. “Our sheep have become a symbol of comfort, trust and a promise of a great night’s sleep.” 

In addition, SSB plans to launch of a new four-model line of adjustable bases under the baselogic brand. The platform ships March 1 and will support both the Beautyrest and Serta brands, the company said. 

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