Sealy Posturepedic: Supporting all the living that happens in bed

This campaign for Sealy's Posturepedic innerspring mattress achieved growth in the U.S. market by appealing to a younger target audience (research had revealed that almost 30% of purchases were driven by younger, 25-34 years old, first-time mattress buyers).

Sealy Posturepedic: Supporting all the living that happens in bed

Leo Burnett USA

Memory foam was keeping us up at night.

How do you make innerspring mattresses relevant to a younger target? Sealy Posturepedic needed to answer this question if it was going to take on the biggest competitor, Tempur-Pedic.

The category was stuck in old conventions and we needed to change that for the launch of the next generation Sealy Posturepedic. We made it our mission to find a new and relevant insight that would elevate the brand out of the sleep and science conversation and make Tempur-Pedic fade...

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