• by Larissa Faw , January 13, 2020

Beautyrest is introducing the mattress brand’s first brand campaign in nearly two years. The creative work is the first from new agency partner Badger & Winters.

The “Sleep First Class” campaign repositions the mattress brand to emphasize quality, in a change from campaigns in the category that too often stress price and delivery speed.

The campaign’s new tagline underscores this upscale messaging to encourage people to “sleep with first class.”

“Whether optimizing their personal tech, choosing signature furniture for their home or stepping up to a luxury car, this audience is ready for an upgrade,” explains Jim Winters, president, Badger & Winters.

Three spots showcase specific Beautyrest Black mattress features, including coil technology, cooling technology and gel memory foam. See the work here, here and here. 

The media buy also includes out-of-home, but focuses primarily on online media, including Spotify and Pandora.

This new agency relationship between B&W and Beautyrest follows the appointment last year of Melanie Huet as CMO of parent company Serta Simmons Bedding. The brand previously worked with Anomaly.