Simmons Bedding Company is partnering with Dr. Andrew Weil, who is endorsing the company's ComforPedic iQ mattress.
Atlanta-based Simmons is introducing ComforPedic iQ to both the bedding industry and consumers via the endorsement, said Jeff Willard, executive vice president of marketing at Simmons.
"We share a profound passion for helping people naturally achieve good-quality sleep,” Willard said in a release. “Dr. Weil's belief in ComforPedic iQ is truly a testament to the effectiveness and power of the product."
Simmons will announce the endorsement at an exclusive industry event during Las Vegas Market in January 2014. This invitation-only celebration will introduce dealers to the "The Future of Sleep" through a full-sensory experience. The event will include an address from Dr. Weil and the debut of ComforPedic iQ line.
Simmons will then launch a wide scale, multimedia advertising campaign for ComforPedic iQ in spring 2014. The media buy will include national network and cable television throughout the peak summer selling period.
Advertising also extends to the web, social and mobile with a “robust” digital campaign. The campaign will include Dr. Weil and will promote the line's use of advanced technology designed to give consumers a holistic, effective sleep solution.
The ComforPedic iQ is the first mattress Dr. Weil has endorsed.
“I believe the Smart Response technology provides a practical and effective sleep solution," he said in a release.
For those who have struggled with sleep issues, choosing the right mattress is an important step towards getting quality rest, he said.
With five consecutive New York Times #1 bestsellers, over 10 million books in print, Dr. Weil is a globally recognized expert for his advice on leading a healthy lifestyle that takes into account mind, body and spirit.
This product is the only mattress to use patented, clinically tested Smart Response Technology which naturally responds and continuously adapts to the body – without motors, buttons, plugs or electronics.