Mattress major Serta Simmons Bedding LLC, headquartered in Doraville, Georgia, has introduced its new Beautyrest Black collection and a new Beautyrest marketing campaign — a modernized version of the iconic bowling ball commercial that first appeared 29 years ago.
The new Beautyrest Black mattresses, as well as the other anchor products in SSB’s portfolio and elements from the new Beautyrest campaign, will hit retail floors throughout the second quarter and will also be showcased at the summer Las Vegas Market, July 28–Aug. 1.
“At SSB we are always looking for opportunities to both enhance the overall sleep experience for our consumers, and create the best shoppable experience,” said Rolf Sannes, senior vice president of brand marketing for SSB. “Each level within the Beautyrest Black portfolio provides the customer with step-ups in features without losing any of the innovations of the previous series.”
By the end of the second quarter, SSB will have shipped samples to nearly 5,000 retail store locations across more than 190 dealers.
“The response and excitement in the market has been incredible and has exceeded our expectations,” said Dominick Azevedo, chief sales officer for SSB. “With the Beautyrest Black launch, we are bringing our retail partners a collection of products that are not only beautifully designed, but they take comfort to a new level. Their customers will be thrilled.”
First introduced in 2006, Beautyrest Black is the flagship line of Beautyrest. The latest evolution includes four levels of quilted innerspring models, branded Beautyrest Black Series One through Four.
All feature the brand’s exclusive triple-stranded pocketed coil technology for individualized support and motion separation, Sleep Climate technology for temperature management, high-density foams, fashion-inspired aesthetics, quilted borders and eight handles.
The collection spans 20 models, with both tight top and pillow top options to suit support and comfort preferences with suggested queen-size pricing starting at $1,999 (Series One) up to $4,999 (Series Four).
Details of the new collection include:
- Beautyrest Black Series One: Triple-stranded pocketed coil technology combined with Beautyrest gel memory foam and high-density memory foams, and Sleep Climate technology
- Beautyrest Black Series Two: Addition of quilted memory foam and Micro Diamond memory foam
- Beautyrest Black Series Three: Adds Self Response latex and 2,000 nano coils (queen pillow top models)
- Beautyrest Black Series Four: Upgrades to 4,000 nano coils (all queen models)
The new brand campaign was developed to demonstrate the benefits of SSB’s Beautyrest pocketed coil technology, using bowling balls to serve as a symbol of the things that can disturb sleepers during the night — a partner, kids or even pets.
Comfort layers and the pocketed coil technology react to the impact and motion of falling bowling balls as they land and settle, demonstrating the motion separation Beautyrest Black mattresses deliver. The campaign is grounded with the tagline “People at their best get their Beautyrest.”
“Our new Beautyrest campaign goes back to our roots,” said Tim Oakhill, chief marketing officer. “The original bowling ball commercial first aired in 1995, and then again in 2006, and we are excited to re-imagine that concept to highlight the individualized support and motion separation that the new Beautyrest Black line delivers.”
The new campaign launches May 13 with a surround-sound media campaign across video, display, social and search.
“We are incredibly excited about the Beautyrest Black launch and the new campaign,” said Mark Genender, CEO of SSB. “This is the first of several major product launches we are executing over the coming months — through great new products, national advertising, and close partnerships with our retailers, we will continue to execute our turnaround strategy and regain market share.”
