Serta International: Counting Sheep campaign

Simone Samano

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.

Serta International: Counting Sheep campaign

Simone Samano

OVERVIEW

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands