Beds
I like to say I’m big in beds! My first introduction to horizontal marketing was Sealy Beds UK.
Sealy is, or used to be the biggest bed brand in the world, due to their vast American bed sales.
Even the US President slept on a Sealy. Following Sealy came other bed manufacturers,
The Pocket Spring Bed Company, Harrison Spinks and Highgrove Beds.
At the same time, I helped grow Dreams Beds, the retailer, from a handful of stores around the M25 to nearly 300 nationwide. And at the same time as that, I worked with the National Bed Federation to launch the ’Sleep-Good—Feel-Good brand.
I worked on Sealy Beds for many years. The first campaign idea was ‘You really need a Sealy’, simple, memorable and a good springboard to dramatise the effects of a poor night's sleep. This was followed by a bit of fine-tuning; actually owning a good night's sleep with the line: ‘A Sealy good night’s sleep.’
On the surface, beds are quite simple. To give brands an edge, a lot of time and effort go into engineering an advantage.
Through my experience in the sector, I was able to develop product concepts from time to time, such as ‘Equasleep.’
The understanding that temperature control plays a significant role in quality sleep
Brand creation was another area of creative ingenuity, name generation and identity design.
Here are a few examples. I particularly like the Kinsman brand!
The Holy Grail in brand terms is a campaign with legs. A campaign that can work across all platforms and audiences.
This campaign for Highgrove beds touched all the bases.
Finally, and I can’t put a finger on why, but this campaign for upmarket bed brand ‘Sanctum’ was one of my favourites.
