Serta Promotes Its Successful iComfort Hybrid Mattress Collection at Las Vegas Market
No.1 Mattress Manufacturer Also Showcases “Not Just Sorta Comfortable. Serta Comfortable.” Advertising Campaign
Hoffman Estates, IL (June 29, 2018) – Serta – a pioneer in comfort for more than 85 years and the number one mattress manufacturer in the U.S. – is focusing on the success of its iComfort Hybrid mattress collection at the upcoming Summer 2018 Las Vegas Market. The line was first introduced in January 2018 and is designed to deliver cooling comfort and support using the brand’s exclusive TempActiv™ cooling technologies and Hybrid Coil® Support System, a breakthrough innerspring system.
“The iComfort Hybrid collection is helping to drive higher tickets for our retail partners,” says Andrew Gross, executive vice president of marketing for Serta. “We are seeing significant sales gains at premium price points over prior year, including unprecedented growth at the key $1,799 (queen mattress only) price point.”
According to Gross, it’s not just retailers who are happy with Serta’s latest innovation in hybrid technology. “Real consumers are sharing very positive product reviews with us on Serta.com, with 92% of all reviews received to date receiving 4 or 5 stars.”
The iComfort Hybrid collection offers a variety of models ranging in price from $1,099 – $2,799 (MSRP for a queen mattress). In addition to the iComfort Hybrid collection, Serta will be showing their simplified adjustable base program along with an iComfort Accessories line of pillows and mattress protectors and its Serta® and Serta® Perfect Sleeper® Express Mattress-In-a-Box lines.
Driving Consideration with a 360° Campaign
Earlier this year, the brand launched a new exciting advertising campaign “Not just sorta comfortable. Serta comfortable,” building on Serta’s long-standing delivery of unmatched comfort. The campaign will roll out again for Labor Day with television spots supporting its core product lines, Serta iComfort and Serta Perfect Sleeper, and digital support across premium online video, paid search, time-targeted display and social media.
Serta recently extended the campaign’s reach with a media event in Los Angeles, where the brand asked people to share how they get extremely comfortable on Instagram for a chance to win an iComfort mattress and other daily prizes. To kick off the comfort conversation and Instagram sweepstakes, Serta partnered with Actress Anna Camp to reveal a gigantic (and comfortable) 20 x 20 ft. bed made from 12 queen-sized Serta iComfort Hybrid mattresses at Hollywood & Highland. Following the event, the bed eventually made its way to the popular VidCon conference in Anaheim where the giant mattress turned into a “comfort oasis” for attendees as they relaxed and recharged throughout the day. The activation is still ongoing but has garnered nearly 400 million impressions from earned media coverage to date, 3,000 sweepstakes entries and six million social media impressions, including unique content from influencers.
“The giant mattress activation and sweepstakes helped us ignite the conversation around comfort in a big way,” says Gross. “We will leverage this to stay top-of-mind with consumers and continue the conversation in fun and surprising ways throughout the year.”
Las Vegas market attendees can visit Serta at A701 to sample and experience the full assortment of 2018 products and see examples of the national campaign.
About Serta, Inc.
Serta, Inc. (“Serta”), through its licensees, is the No. 1 mattress manufacturer in the United States. Serta’s product portfolio includes the Perfect Sleeper®, which is the Only Official Mattress of the National Sleep Foundation, and the iComfort® Sleep System, both named Consumers Digest Best Buys. Serta through its licensees also manufactures the iSeries® Hybrid Sleep System and the exclusive Bellagio at Home® mattress collection.
As the leading provider of mattresses to the hospitality industry, Serta partners with hotel groups such as Hilton Worldwide, Marriott International, Intercontinental Hotels Group, Choice Hotels International, Best Western International, Omni Hotels and Resorts, as well as Bellagio Las Vegas. In addition, Serta is distributed internationally in more than 150 other countries.
With its worldwide network, Serta is able to respond quickly to customers’ needs while still preserving strict control standards to ensure the highest quality. For more information, visit www.Serta.com.