Beautyrest Partners With Sleep Expert For A New Campaign Focused On Performance

By Gretchen Kast Beautyrest has launched a new consum- er advertising campaign that positions the brand’s mattresses as the ultimate equipment for high-performance sleep. The campaign builds upon the growing belief that personal performance is based on three basic pillars of health—exercise, nutrition and sleep—and that to achieve success in daily life, one must per- form optimally in all three areas. Following the campaign’s premiere this month, Beautyrest will use broadcast, digital, social media and public relations to expose millions of consumers to its key message, which juxtaposes scenes of personal athlet- ic performance, such as biking, boxing, yoga and swimming, with the high-quality sleep at- tained on a Beautyrest mattress. “As consumers, we all understand the important role equipment plays in our ev- eryday success,” said Beautyrest Executive Vice President of Marketing Jim Gallman. “Whether we are striving for success at work, on the athletic field or during the pur- suit of a personal passion, the right equip- ment is key to performance, and high-per- formance sleep is no different. Our new campaign drives home this idea and com- municates that the right mattress with the right technology is essential to achieving optimal sleep.”

In connection with the launch of its new campaign, Beautyrest has partnered with Dr. Rebecca Robbins, a sleep researcher and co-author of “Sleep for Success.” Dr. Rob- bins primarily conducts research on the link between sleep and performance as well as strategies for optimal rest and recovery. Her role will be to help the brand educate con- sumers about ideal sleep habits and the im- pact of quality sleep on their waking success, including how high-quality sleep can give them an edge to perform more effectively. “Rest plays a pivotal role in nearly all areas

of our waking lives; yet in our society, sleep is unfortunately viewed as a luxury rather than

a necessity,” said Dr. Robbins. “Research must be shared with the population to make a true difference, so it is wonderful when a brand like Beautyrest wants to engage with the academ- ic community to promote the benefits of sleep.” Beautyrest will showcase consumer-ori- ented content from Dr. Robbins on Beau-, its Under the Covers blog and the brand’s social media channels. Dr. Rob- bins will also be featured on SleepSells, the brand’s online training destination for retail sales associates and industry insiders. “Dr. Robbins has spent years studying the science of sleep and she is dedicated to ed- ucating society about the clear link between quality sleep and success during the day, which is a topic that perfectly aligns with the performance-focused message of our new campaign,” said Beautyrest Vice President of Marketing Communications Michelle Mont- gomery. “We are thrilled that she’ll be working with Beautyrest to help people understand the important role sleep plays in making us perform more effectively.” Visit

“ Research must be shared with the population to make a true difference, so it is wonderful when a brand like Beautyrest wants to engage with the academic community to promote the benefits of sleep.” 19

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