Serta International: Counting Sheep campaign
Simone SamanoOVERVIEW
At the beginning of 2000 mattress maker Serta International had three advertising goals in mind: increase brand awareness, win consumer loyalty, and entice retailers to stock more of the company's products. Traditionally an unexciting category, mattress advertising did not generate much consumer passion. Buyers tended to feel that there was little difference between the companies that manufactured mattresses. This was not helped by the fact that Serta's biggest competitors, Sealy and Simmons, also had names beginning with S. Michigan advertising agency W.B. Doner & Company (known as Doner) sought to remedy Serta's...